Upon first glance you may not have realized Kanye West's campaign for the Yeezy Season 6 collection was an ad campaign at all. Ye used key influencers on social media platforms to showcase his latest collection, starting with his wife, Kim K.
Kim K has since posted several photos of herself rocking straight, platinum hair while wearing neutrals and different pair of Yeezy's (both heels and sneakers). All of these photos are taken from paparazzi-like perspectives.
Other public figures have since posted similar photos copying Kim's bleach blonde locks and sporting the latest Yeezys. Paris Hilton, Sophie Mudd, Jordyn Woods and The Clermont twins (Shannon and Shannade) are a few who have since posted similar photos on their social media platforms with the caption "#YeezySeason6".
Countless verified checkmarks have used the hashtag underneath photos that emulate the original ads down to holding an identical coffee cup.
While Ye has yet to verify whether or not this was intentional, the #YeezySeason6 quickly became one of the first viral hashtags of 2018.