Kanye West knows how to create the event.
This Thursday, July 21, for a single day, in a single place, and for the first time, the second part of the Yeezy Gap Engineered by Balenciaga collection was marketed in stores.
A three-headed collection bringing together the American brand Gap, that of the singer, Yeezy, and the French luxury house Balenciaga, which was unveiled on the website in May.
To mark the occasion, Gap's New York flagship located in Times Square was reimagined for a day to accommodate pieces from this collection.
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In practice, the store used an innovative way to present the pieces: hoodies, T-shirts or accessories were, in fact, made available in rubble bags, on the floor.
The only indication present on said bags: the number of pieces in the container.
Customers were then invited to rummage around and find their favorite pieces and size among the plethora of garments.
A rudimentary presentation that looked exactly like that of thrift stores, and those famous 1 euro bins.
Full screen
Kanye West's Yeezy Gap collection presented loose in rubble bags.
Instagram screenshot @yeezyxgap
Made for social networks
Amazed by the scenography of the space, users of the TikTok platform and the Instagram social network did not fail to share this experience on social networks.
Nearly 65,000 views for @chvrlesjr's video titled "Yeezy Gap Balenciaga collection in-store debut is crazy."
Or even 90,000 views for that of @archangel who describes the scenography as “unreal”.
No one doubts that the next announcement, which will take place on July 24 on the Yeezy site, will create, again, the event.