Kanye West star of NY Fashion Week
Kanye West has unveiled his Yeezy Boost shoe line for Adidas at New York Fashion Week.
The rapper's A-list pals packed the front row to show their support with Sean 'P Diddy' Combs, Jay Z, Beyonce, Rihanna and Justin Bieber among the star guests.
The Kardashians were also out in force with Kris Jenner and daughters Kendall, Khloe and of course Kim all there to show moral support, while Kylie Jenner took part in the show.
Kanye watched the show with all the most important ladies in his life - wife Kim, daughter North West and Vogue Editor-In-Chief Anna Wintour.
Anna has previously praised Kanye's fashion potential and the pair were both seen beaming as they watched the models strut down the catwalk.
Kanye's daughter North was clearly less impressed as she wailed throughout as mum Kim tried to placate her.
Perhaps North was disturbed by the bizarre way in which the models were dressed, wearing baggy black t-shirts and strange body stockings, so as not to distract from the star of the show - the footwear.
Kanye provided a voiceover, talking about art, freedom and fashion as the show opened in a cavernous space downtown, followed by the calming drone of a trumpet, then a blast of loud, edgy music as his models stood solemnly in rows. They marched in lock-step to take their turn in front of a scrum of cameras, before walking off in single file to make room for the next line.
Backstage after the show, Kanye was chilled-out and smiling, a pair of his new Yeezys with their thick white soles and wide strap across the laces in place. A side zip and front perforations complete the look of the lead style, which comes with a spare set of laces.
The rapper has big plans to create more Yeezys, for women and kids as well, after leaving Nike for Adidas more than a year ago.
Asked what the shoes represented he said: "It's not me. It's the people. I think that there's something that people have been wanting and missing and this is my proposition, you know, to contribute in some way. I want to contribute to society through usable art."
The tech-driven unveiling included a simulcast of the presentation to 42 theatres on three continents around the world.
A mysterious Yeezy website with a countdown clock had gone up last week to stoke excitement over the highly-anticipated release, Kanye's inaugural collaboration with Adidas Originals. Only 9,000 pairs of the 750 Boosts will be sold, at 350 dollars (£227) a pop, on Saturday with more available on February 28 worldwide.