New York: On Wednesday, at New York's Pier 59 studios, rapper Kanye West launched Yeezy Season 5 show. Learning his lesson from the fiasco of last season, West stripped things so back this time that it left many sitting in his pitch black set, waiting for the lights to come on, to wonder just what this lack of theatrics might be telling us.
Models including social media star Amina Blue and hijab-wearing Halima Aden, first appeared on giant screens in front of an audience that included American Vogue editor Anna Wintour, sat beside Kim Kardashian, who was wearing top-to-toe berry-coloured bodycon.
The cast then emerged in real life, with many sporting slogan athleisure looks ('Mulholland' and 'Lost Hills' were emblazoned on) as well as versions of Adidas's iconic Calabasas sweatpants, in homage to wife Kim's California hometown.
The front row appearance was the first for Kim since she was held at gunpoint in Paris in October and the family have kept a relatively low profile since the incident. West himself checked into rehab in November, after suffering temporary psychosis and sleep deprivation, and neither of their two children, or any other members of the Kardashian clan were present at the show.
There was no huge stadium set, no politically-charged rant and no outrageous model demands (one year Kanye outlined a 20 point-ruling for those that walked in the show, including specific facial expressions and a directive on 'no fast or slow movements' which baffled most model agents).
He kept the Season 5 audience tight and invites were sent out just two hours before show time (sweatshirts accompanied by Jackie Nickerson-lensed zines).
Possibly the most controversial thing of all, though, was that the designer didn't even show his face. Perhaps as a statement of reform from the fashion world's favourite egomaniac or perhaps he was just saving energy for the after-party - a concert that he was said to be headlining later with fellow rapper Drake.