All roads lead to Balenciaga?

Yeezy Gap versus Nike Forward. Photos: respective brands

Both are ghostly, both are sinister. Whose is more ominous? Nike has shared the images for their latest apparel featuring the new Forward textile on their website and app. That faceless hoodie seen here (on the right) appears as if worn by Invisible Man, including uneven placement of the arms—the unseen wearer in motion. Could this be Nike flattering Yeezy Gap? When the brand led by Kanye West (soon no more) launched the first drop of Yeezy Gap Engineered by Balenciaga last February, the images shared were similarly spectral. And in the latest, they are less black, which is rather close to Nike’s with the sepia patina. Two of the world’s most visible brands using such illusory effects may mean that phantoms, rather than models, could take over fashion communication of the near future.

There is of course the possibility that brands these days rather let the garments do the talking than voluble celebrities. Clothes should stand out, not faces. Yeezy Gap’s images require no perceivable face (although a body filling up the clothes can be discerned) just as its retail spaces need no shelf, rack or hanger. Balenciaga had a hand in all this. It started most prominently on the red carpet, as seen in the face-concealing number that Kim Kardashian wore to the last Med Gala. Ms Kardashian was already a walking preview for Balenciaga months earlier. Later, her ex-husband, too, appeared just as obscured in his Donda listening/reveal mega events, whose creative director was Demna Gvasalia. Mr West attended his by-then pal’s debut haute couture showing in Paris like a Black male Pontianak. And after Yeezy Gap Engineered by Balenciaga was announced, the images that were circulating and shared showed, until now, the fashionable on the incorporeal. As the Police once sang, Spirits in the Material World.