Rapper and Yeezy founder, Kanye West (who’s also going by Ye these days), commemorated Mother’s Day by releasing a new music video for the hit song, “Life of the Party,” featuring André 3000 from his latest album, Donda, which is dedicated to his late mother. The almost 3-minute video features a collage of photos from Ye’s childhood, as well as graduation portraits and images from intimate family gatherings.
Like everything the star does, there was a hidden “drop” within the video release. The 44-year-old rapper’s fans on social media were quick to note that the outfits worn by West in the photos within in the music video seemed to be edited with different clothing.
A press release from the brand confirmed that the apparel seen in the video are pieces from the upcoming Yeezy Gap Engineered by Balenciaga drop. The release notes that the video serves as a “seamless alignment” between the artist’s creative outlets of fashion and music. Clever thinking, Ye!
The promotion doesn’t stop there. When you’re as famous as West, the best way to show off a highly-anticipated collection is usually by wearing the items yourself, which he’s done, according to the brand’s Instagram.
So when can the rest of us get our hands on the line? Yeezy Gap Engineered by Balenciaga will be available globally via the official Yeezy Gap site and retail partners Farfetch, Mytheresa, and Luisaviaroma on May 25 at 9 a.m. ET.
Like past Yeezy Gap offerings, this one is expected to go in minutes, so prepare ahead of time by watching the “Life of the Party” video and making note of all your favorite pieces.
