If you’ve travelled on the New York subway over the course of the last few days, you might just have found yourself face to face with phase three of Kanye’s Yeezy Season 6 campaign rollout.
Featuring screenshots of January’s ‘Klone’ IG posts, a series of posters were plastered along walls and turnstiles throughout 34th Street Herald Square subway station. In a typically ‘Ye move, the posters also displayed the ‘likes’ the posts attracted on Instagram – in some cases (namely Kim's uploads), around the 2m mark – and the thousands of comments left by followers.
Following on from the paparazzi-style shots uploaded to Kim Kardashian West’s Instagram account last November, and last month’s attack of the Kim Klones, the latest idea puts the promotion of Season 6 in the hands of fans (or detractors) who have been snapping and sharing the images on the app. That’s right: people are now sharing Instagram posts of Instagram posts as part of a new instalment of the viral campaign.
Elsewhere, in Times Square, Yeezy Season 6 billboards went up this weekend. Obviously, IG was immediately rife with rumours that a drop was imminent. Is it? We’re none the wiser, we’re afraid: ‘Ye works in mysterious ways. His slightly surprising yet-to-air appearance on beloved TV favourite Family Feud, which saw him and Kim compete against other members of the Kardashian-Jenner clan, only serves to remind us of that.