Kanye West has significantly shaped the landscape of hip-hop, not just through his music but also with his fashion flair that resonated with millions. And his Yeezy stands as a testament to his creative prowess in this crossover. Despite the brand’s immense popularity, Kanye West faced setbacks due to controversies which led to the termination of his partnership with Adidas. After all this turbulence, it seems like Kanye West is trying to bring some changes to his brand. 

While the talks of his quest to re-build his brand on his own have been in the news, the rapper recently revealed the identity of the individual set to assume the Head of Design role.

Kanye West introduced the new head of design 

Gosha Rubchinskiy, a key player in transforming Russian fashion, is now at the helm as the Head of Design for Yeezy. The announcement, made through a statement on X by the ‘Donda’ rapper, declared this collaboration as a “milestone in design history“. Rubchinskiy is popular for his tricky and esoteric designs, which could give a fresh spin to the existing designs of Yeezy shoes. The designer is also very fond of the fashion in the 90s. 

There is a drawback, however, that could pose a challenge for Kanye West and his brand. Gosha Rubchinskiy, despite his popularity as a designer, has navigated through several controversies and received immense backlash from fans. Therefore, it remains uncertain how this collaboration would impact the brand’s trajectory. A week before the announcement, Kanye West’s Yeezy garnered attention in the news due to AI-generated fan art.

Fans imagined Kanye West’s Yeezy and Kim Kardashian’s SKIMS in Nicki Minaj’s pink city.

Yeezy and SKIMS stores in Gag City  

The page yzyupdates posted images of Yeezy and SKIMS stores in the Pink City, also known as Gag City on X, formerly Twitter. This term originated from Nicki Minaj’s music video ‘Pink Friday 2’, which unfolds against the backdrop of a pink city. Both Yeezy and SKIMS stores embraced a pink color palette. This post sparked a surge of creative fan art on the platform, envisioning Kanye West in Gag City wearing a pink suit.

The artwork showcased Kanye arriving in his pink car and to the Gag City. Even the seats of the plane he arrived in were colored in shades of pink. The bubblegum pink Gag City also featured Kanye West appearing in his all-black ensemble, with “YEEZUS” written on his back. With all this buzz, it is safe to say that the buzz for Yeezy is growing even more. Now, only time will tell whether Gosha Rubchinskiy’s appointment will enhance the brand or contribute to its challenges

What do you think about this collaboration? Let us know your thoughts in the comments below!