The Kanye Effect: Every time the rapper made a brand successful The Midas of Fashion
That Kanye West is one of the greatest contemporary geniuses is a well-established fact; his extensive discography, groundbreaking interviews, and incredible communication skills already explain what it means to be a creative in today's world. It's not enough to have inventiveness in just one area; there is a need to be so skilled as to develop eclecticism and versatility to adapt to as many audiences as possible. In fashion, design, music, Kanye has shown himself to be truly The Chosen One - someone capable of turning everything he touches into gold. And to quantify his Midas-like power, we don't need to talk solely about the times he was a game changer as a creative director and founder of a brand; Kanye has become a fortune for brands just by wearing one of their items. Like Coogi with The Notorious B.I.G., many brands must thank the messiah Kanye West for their blessings. For this reason, this article won't address the artist's most recent events and adventures with adidas or GAP, but rather stories that seem to have happened an eternity ago, but have actually contributed to laying the foundations for Kanye's wild last decade.
Casio and Polo Ralph Lauren
The period of The Life of Pablo release is one of the most curious; so many things happen, all simultaneously, within a few months, and they will have a significant impact on both the fashion industry and the wardrobes of those who admire Kanye West's imagery with total admiration. The album's merchandise quickly thrilled almost everyone, especially Bravado. This is the name of the company behind the merchandise for The Life of Pablo and even Yeezus, which saw substantial sums of money flow into their pockets after setting up pop-up stores where people could buy the merchandise released in conjunction with Kanye's album. Not only established brands but even "simple" entities like Bravado have enjoyed moments of glory thanks to Kanye's impact. As if that weren't enough, it's fair to credit Kanye West with turning memorabilia, simple souvenirs, into must-have clothing items. The rest is self-evident: Vetements and Balenciaga will be the next brands worn by Kanye West in the years to come. In the collective imagination, the rapper no longer wears skinny clothing but rather excessively relaxed garments, a clothing concept that he had already popularized through the lookbooks and fashion shows of the YEEZY Season.
We cannot help but be curious to discover what the future holds for Kanye West. After ending ties with adidas due to unfortunate anti-Semitic incidents and even being turned away by Skechers, we hope that the rapper can get his hands on a project of his own, perhaps Pastelle? Or maybe YEWS? Only time will tell.
