KANYE x GAP
Challenge
Kanye West’s fashion brand, Yeezy, and Gap want to launch their new collaboration YZY in an innovative and exciting way.
Brief
Create a one-of-a-kind experience, in the spirit of both brands, to introduce the new collaboration.
Insight
Consumers seek to merge aspects of pre-COVID life with adjustments made during the pandemic. The health crisis upset conditions at work and at home, while redefining workwear and affording conveniences previously unavailable.
Strategy
Create a comprehensive experience to help consumers cope with the unknowns of transitioning from their pandemic lives to a new post-COVID world.
Execution
Gap’s brand positioning between work and social attire and Yeezy’s desire to mainstream urban fashion coalesce into YZY. This new concept bridges alternative comforts, newly discovered during the pandemic isolation, to the struggle to acclimate to the new condition of work and social life.
OMARI (Kanye’s middle name) is a standalone store with locations in San Francisco, Chicago, and New York City. To gain entry, participants are asked to donate five articles of clothing that no longer represent their style. Each location offers stylists to customize a person’s outward expression as they reemerge into the world. Life coaches, career counselors, and financial planners are also available to identify and refine guest's life goals.
By offering stylists and counselors, Gap and Yeezy present a holistic experience to guide people through the transition back to life outside the home.
