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In a master move, Kanye West, now legally known simply as Ye, has just released the music video for the single Heaven and Hell from his 2021 Grammy-nominated Donda album, which also serves as a commercial for the Yeezy Gap collection. Premiering at midnight during the ESPN College Football National Championship Game, this marks the first commercial for the Ye x Gap 10-year-deal.

This is just another one of his stunts, following the announcements of his three-part Netflix documentary (out on February 16) titled Jeen-Yuhs, and the much-anticipated capsule collection called Yeezy Gap Engineered by Balenciaga, which sees Ye and Demna Gvasalia finally join forces, after a long friendship and years of teasing to do so. In fact, we will be able to purchase garments from this iconic three-way collaboration, which fuses both artists and fashion houses essences under the Yeezy Gap line, this June at an affordable price.

Heaven and Hell is a taste of what the rapper turned multi-hyphenate artist is set to release into the world. He does so through mysterious, dark imagery, showing mask-wearing individuals – which remind us of Ye's Margiela face mask era circa 2014 – donning Yeezy Gap black hoodies. An ominous music video-slash-ad with spiritual undertones and Biblical references that, as Ye's work in general, intrigues us just as much as it slightly disturbs us in a refreshing way that keeps us wanting to see more from him.

Mercedes Rosés

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