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