Kanye West shot a look book newspaper for his new Calabasas range, in Calabasas Los Angeles. Shot by Jackie Nickerson who is known for her portraiture, captures the natural intimacy of the IRL couple as they pump gas, walk the streets, and candidly cuddle on the sidewalk incorporating an aspect of documentary photography within the zine. The zine for Yeezy feels like a postmodern ode to the myths and symbols of California through the dreamy tones and elements of nostalgia. The feeling of another time is contrasted by the use of styling, although one may assume that even more nostalgic visual codes would amplify that effect. The zine was not for purchase, rather distributed for free to those who could get hold of a pair of Kanye's new trainers (700 Wave Runners).
Kanye is reappropriating zine culture and the (once) 'free press' for the mass fashion brand, incorporating an underused medium yet the layout of any high end fashion magazine. The consistent grid layout gives a relaxing sequence to the images, whilst being calming and pleasant for the user to experience.
The images focus on intimate typologies and sequences, narrating a journey between two lovers and friends. By having the ability to include so many images of a similar shot emphasises his stance as a luxury brand - not sparing about pages, focusing on creating the right atmosphere and immersion for the audience. An unobtrusive view looks onto the subjects, yet they look calm, safe and confident apposed to the subject under a voyuristic lens. The tone of the zine is very soothing and soft, with muted tones from the off-white newspaper stock aiding to the aura of immersion. The benefit of having large scale images is also to show the detail within the frame, further granting the viewer an escape into an alternative world, this one being LA.
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