It apparently took two years to create, and features nine items, so naturally you would expect something pretty special, but the new #Kanye West collaboration with APC has already been called boring by some of the fashion industry’s leading experts.
Fans of the outspoken rapper think differently however, as the capsule range has sold out, all within a matter of hours of the collection going on sale yesterday, with the brand’s website crashing under the volume of traffic.
The new range features hoodies, T-shirts and jeans, and are now only available to pre-order, but on closer inspection, they all look, well, rather plain and uninspiring, particularly when you compare them to the outrageous offerings recently from Rihanna, who introduced her new line via River Island, earlier this year.
APC creative director Jean Touitou worked with Kanye West, and described the line as very “precious to me and to Kanye, too, because it took time and thoughts to get there”.
You could describe the look as stripped back, discreet, minimalist and unshowy, all of which perfectly do not describe the rapper himself, which is probably why the collection has caused such consternation amongst fashion experts. And when you consider that his girlfriend is the notoriously overdressed Kim Kardashian, you would expect some outlandish design to creep in amongst his fashion range. But no, there is nothing in this collection to suggest that the pair are even acquainted.
Creative director Touitou said: “Basically, he wants to redo the whole universe. When we finally finished this collection, I felt like, Okay, if I made this happen, then I can achieve peace in the Middle East.” And apparently the director had to be told who the famous rapper was, as he admitted to GQ: “A visitor to the APC studio was announced to me as “Kenny.” He wanted my advice on the fashion industry. . .
He had nice manners and spoke about losing his mother in a surgery accident, about losing his girlfriend too, and about how difficult doing the right thing in fashion was,” he added. “’After a while, I was curious to know what this gentleman was currently doing in his life. I simply asked him: “May I know what your trade is, sir?” He took his shades down, so that finally I could see his eyes, and answered me: “I am a hip hop artist.’”
The collaboration between the pair was announced on last weekend via the APC Instagram feed, with an image of blue jeans featuring a red label bearing the words ‘A.P.C. KANYE.’
This is Kanye West’s second foray into the fashion world, as in 2011 he launched the much panned high-end womenswear line, but his subsequent lines have had a better reception. Although Kanye appears to prefer the first one, telling W Magazine: “The first collection was way better than the second,” he said. “It was more artful. It was 30 collections in one. It just takes time for me to slow down and think like a normal person.”
Kanye and Kim became parents last month to baby North West, but have yet to announce a wedding date, after rumours of an argument regarding a pre-nuptial agreement.