Alongside news of a Gap and YEEZY partnership with Balenciaga, music creative and CEO Ye has released a dark and moody visual for “Heaven & Hell,” a track featured on his Donda album. Filmed in black and white the film shows an apocalyptic surrealist world with inhabitants clad in black Gap YEEZY hoodies and sweatpants with coordinating face coverings.
The video was debuted on on ESPN during the College Football Playoff National Championship game on Monday (January 10, 2022). The spot alongside a restock of Gap YEEZY’s $80 hoodie plus shipping offered in black and royal blue in adult and children’s sizing. Gap and YEEZY’s hoodie made its debut in September 2021 in six colors.
Commenting on the campaign, press the video as serving a “seamless alignment between multidisciplinary artist Ye’s creative platforms.”
According to lovethesales.com, a website that tracks online sales, the campaign help boost a 287-percent increase in searches for Gap hoodies.
Enjoy a look at Ye’s “Heaven & Hell” visual below.