Yeezy Gap has made its TV debut, and it’s exactly as you would imagine: dark and obscure with the creative’s Donda track “Heaven and Hell” playing in the background—because, of course, it also doubles as a music video. Screened during the NCAA championship on ESPN last night, the collaboration’s first national commercial has a low-lit, artsy vibe, which, in short has Ye is written all over it.
Shot in black and white, the buzzy collaboration’s visuals featured silhouettes of faceless figures, wearing basic black hoodies (basic, here, meaning essential or core staple). The streaming of the two-and-a-half-minute clip on the cable channel aligned with the release of the new colorway for preorder.This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.
It’s been an eventful week for Ye to say the least. The commercial’s premiere came right on the heels of his outing with actress Julia Fox (complete with full photoshoot), as well as the announcement that Yeezy Gap is also entering into a “creative exploration” with luxury French brand Balenciaga.
Demna, the storied maison’s creative director, is working with the team to bring his design-driven pieces to the masses in an accessible way—which, as fans are sure to see in Ye’s new Netflix documentary next month, has been the My Beautiful Dark Twisted Fantasy singer’s motive all along.
This article first appeared in Harper’s BAZAAR US