Kanye Takes Yeezy Season 6 On Social Media Stars

YEEZY Season 6 is breaking the internet again. Just another day. The words “break the internet” were first coined as the title of Kim Kardashian’s cover shoot for PAPER, and #breaktheinternet it certainly did, in fact, it was irreparably shattered.

The online PAPER story, a semi-nude Kim popping champagne, received over 36m page views, more than double the amount the publication would usually receive in a wholeyear. This taught us that if you market something to appeal to internet culture, you can get the whole world to look at it. Online advertising was changed forever and YEEZY knows this.

However, this was in 2014, aeons ago in internet time. In 2018, the internet “breaks” every couple of days, and it’s become media-office shorthand for “people are talking about this particular thing right now!” Yesterday it was a rat taking a shower, tomorrow it will be something else. People forget quite quickly, but it all siphons off into an infinite digital abscess to be mined again for future content. Ideas are recycled, replicated and reproduced without much of a fuck given to legality.

The fact that we’re looking at something we’ve already seen is unimportant, because the day after, we’re just shown something else. In reality, it’s all the same, just packaged differently, and this is where YEEZY Season 6 holds an alarmingly accurate mirror to our online consumption and is actually trolling us all.

Now, mere days before NYFW, West has expanded upon the original concept in the series by enlisting social media stars and influencers to reenact the iconic Kim photographs, tapping CR favorites Amina Blue and Paris Hilton, along with Jordyn Woods, Kristen Noel Crawley, and Shannon and Shannade Clermont among many more. 

The photographs, debuting on Instagram, showcase the same looks and locations as Kim’s original campaign, as well as some NYFW nude pictures of the Clermont twins. What West was able to accomplish with Season 6 is distill the direct-to-consumer model to its purest form, as well as allow other Yeezy fans to participate under the hashtag #YeezySeason6. After the initial roll-out of photos, more of West's friends appeared in the designer's latest creations on social media.

The collection itself adhered to the nude and taupe color-way for which West has become known. In addition to sports bras and leggings in sandy colors, the new campaign features outerwear, trousers, jackets, heels, and boots.