Kanye West’s Yeezy Gap clothes are displayed in giant trash bags

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Written by Lea Dolan, CNN

Kanye West – who changed his name to Ye in 2021 – has come under fire for what is described as a visual merchandising strategy at Gap. Instead of displaying the latest Yeezy x Gap collection on traditional t-shirt hangers and plinths, the garments appear in giant trash bags scattered around the store.

In a viral post now loved by more than 57,000 people, a New York-based Twitter user said Gap employees “won’t help you find your size either, just rummage around.” The photo has spread across the internet, with many declaring the display technique unconventional”a social experiment.”

Representatives for Gap and Ye did not immediately respond to requests for comment.

“I love Kanye”, another A Twitter user posted“but I couldn’t imagine paying $200 for basic clothes in a bag on the floor.”

This isn’t the first time West’s Yeezy brand has been at the center of controversy. In 2020, Yeezy received a backlash after unveiling two new sneaker products titled “Israfil” and “Asriel” – the names of Islamic angels of the Muslim faith. Many have denounced the decision as blasphemous and disrespectful, and a petition to boycott the shoes with over 2,000 signatures has circulated online.

Faced with the convenience of online shopping, more and more brands are designing quirky physical retail experiences in hopes of sparking a viral moment and enticing consumers to visit physical stores. In May, cult French label Jacquemus opened ‘Le Bleu’ in Selfridges London – a pop-up space designed as a giant ice-blue tiled bathroom. Just last week, Danish brand Ganni promoted a new collaboration by turning a store into a grocery store, allowing shoppers to not only pick up pieces from the new collection, but also local produce.

The unusual Yeezy Gap store display could be a marketing stunt, aimed at drawing attention to its ongoing partnership with the retailer. But while other labels strive to get bigger, West always seems to go against the grain, which seems to have a bigger impact with a minimalist approach.



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