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Goldsmiths' Official Student Magazine


5 March 2016
Responding to the Yeezy season 3 fashion show and simultaneous launch of ‘The Life of Pablo’, Feride Sahin takes a looks at how a brand can be constructed to influence sales.

Kanye West recently launched his Yeezy Season 3 range along with a listening party to his new album, The Life of Pablo, at the famous Madison Square Garden.

The presentation show was packed with friends, fans and fellow fashionistas for an exclusive look at the new range. Models of all kinds were invited to show off the new Yeezy season, some of which were unpaid – putting on a unique performance following his previous Yeezy fashion shows.

Yeezy, especially the Adidas Yeezy Boost trainers, have become increasingly popular within the fashion world and general followers of West.

West himself has been a controversial figure in the music industry due to his immense confidence in his artistry. From mocking Taylor Swift and Nike to other artists in the industry. Because of his new clothing range, which he collaborated with Adidas (and teased Nike for their drop in sales on Twitter recently), West has not only become one of the most powerful icons in music but has now also become a brand in fashion.

But why is it that Yeezy has become so popular? Any other artist that came out with trainers in the style of the ‘Yeezy Boost’ or sweatshirts which have been ripped all over would probably not have as much success as Kanye West has in sales.

Kanye West has developed himself into a brand. But this could be an indication as to why he has gained so much success. The truth of it is, the clothes are not appealing. The brand is. As West is an icon to many eyes, followers want to be like him. What’s the closest way of achieving that? To buy his Yeezy brand.

We are still living in a world where fashion is imitation and as Coco Chanel originally repeated from Charles Caleb Colton: “Imitation is the highest form of flattery”. West and other artist’s, such as Rihanna, that move into the fashion industry make these brands and products because they know that their fans will buy them.

In my opinion, the clothes are bland and overpriced. If anything, Rihanna does it better.