Kanye West — who changed his name to Ye in 2021 — has come under fire for what’s being described as a visual merchandising strategy at the Gap. Instead of displaying the latest Yeezy x Gap collection on traditional hangers and t-shirt plinths, the clothes appear in giant trash bags dotted around the shop floor.
Representatives for Gap and Ye did not immediately respond to requests for comment.
This isn’t the first time West’s brand Yeezy has been at the center of controversy. In 2020, Yeezy received backlash after unveiling two new sneaker products titled “Israfil” and “Asriel” — the names of Islamic angels in the Muslim faith. Many denounced the move as blasphemous and disrespectful, and a petition to boycott the shoes with over 2,000 signatures circulated online.
The unusual Yeezy Gap store display could be a marketing stunt, aimed at drawing attention back toward his ongoing partnership with the retailer. But while other labels are striving to go bigger, West as always appears to be going against the grain — seemingly making a louder impact with a minimalistic approach.