In front of a star-studded front row, rapper Kanye West unveiled his new fashion line as well as his new sneaker, Yeezy 3, in collaboration with Adidas

With Beyoncé, Rihanna and Diddy among the celebrity royalty in the front row, Kanye West rolled out his Yeezy Boost shoe line for Adidas last night. His little girl, North, fussed in Kim Kardashian’s arms next to a stone-faced Anna Wintour.

Kanye’s was one of the first shows at New York Fashion Week, and he didn’t disappoint. Unveiling his collection in what critics have termed “an experience” rather than a fashion show.

Male and female models wore minimal neutral tights or black jackets to let the shoes shine in a tech-driven unveiling that included a simulcast of the presentation to 42 theatres on three continents around the world.

Kanye’s Yeezy Boost on display at the show

Kanye also used the show to reveal Wolves, the first single off his upcoming as-yet-untitled album. Collaboration with singer Sia and Chicago rapper Vic Mensa, 

During the show, Kanye’s voice was on blast talking about art, freedom and fashion as the show opened in a cavernous space in downtown New York, followed by the calming drone of a trumpet then a blast of loud, edgy music as his models stood solemnly in rows. They marched in lockstep to take their turn in front of a scrum of cameras before walking off in single file to make room for the next line.

West has promised the presentation will be repeated over two days at 10 locations. Lucky ticket-holders who scored theatre seats in countries ranging from Australia and Finland, to France, Germany, Russia and the UK got to watch live.

The rapper has big plans to create more Yeezys for women and kids as well, after leaving Nike for Adidas more than a year ago.

“It’s not me. It’s the people,” he said. “I think that there’s something that people have been wanting and missing and this is my proposition, you know, to contribute in some way. I want to contribute to society through usable art.”

Picture credit: destiny connect