Kanye West's dream of a democratic fashion «Invent something that’s so good that you don’t even get credit for it because it’s the norm».

While fans were eagerly awaiting the announcement of Yeezy's Season 9, Kanye West once again shocked everyone by announcing a collaboration with Gap, the American brand West worked for as a salesman during his teenage years. The two sides have tied the line with a 10-year deal that, starting this month, will see West commit to creating a new line of basic men's, women's and children's clothing that will remain in line with Kanye's Yeezy aesthetics in recent years. The agreement between West and the American brand is full of meanings and possible readings, from Gap's move in desperate search of a new identity to the dream of a democratic fashion that has always accompanied Kanye.

If six years ago the results had not been what had been hoped for, this new attempt seems to have very different assumptions. The value of the company's shares, which increased by 42% after a simple tweet from West, says so does Kanye's story; that in addition to being able to proclaim himself the founding father of a normcore made of sweatpants and hoodie, he sees in this new adventure the realization of a typically American dream - a dream that is not to become the eminent figure of a certain culture but an integral part of the culture itself or, as Kanye told the Wall Street Journal in March this year: «To invent something that’s so good that you don’t even get credit for it because it’s the norm». The continuation of a speech that began at his ranch in Wyoming, when he spoke for the first time about his desire to move part of the Yeezy factories to the United States, and reached an ideal point of arrival with this new bet. Because if Virgil Abloh and Matthew Williams are betting on the names of Louis Vuitton and Givenchy, Kanye West is still betting on himself to realize his dream of a fashion for everyone.