Yeezy’s Calabasas zine, shot by Jackie Nickerson, went straight to the people who’d ordered

Melissa Collett has her back to the camera. Across it, on a pale grey hoodie, sits an eagle crest. It’s one of Jackie Nickerson’s pictures for Yeezy’s Calabasas zine, and in October 2017 it landed with everyone who’d ordered the Yeezy 700 Wave Runner and the second Calabasas drop.

Dazed ran the first look on 23 Oct 2017, with the images courtesy of Yeezy, and The FADER and Hypebeast had it the same day. These weren’t street shots or leaks. They were Yeezy’s own pictures, and they went to the people who’d already paid. Dazed and The FADER put the shoot in Calabasas; Hypebeast said around Los Angeles.

The timing’s the tell. Wave Runner buyers had paid on 12 Aug 2017, the day of the Calabasas drop, and Hypebeast reported the shoes wouldn’t ship until November. The zine landed in between.

Mist, from the August surprise drop

The hoodie is the Mist from Yeezy Supply’s surprise Calabasas drop of 12 Aug 2017. The FADER listed it that day as “Hoodie in ‘Mist’”, one of 16 pieces, and ran Yeezy Supply’s own product images with it. Calabasas runs across the chest, and the crest takes the whole back. Mist was Yeezy Supply’s name for the colour, so it’s the one to search.

Collett, then with WORME, wears it across several spreads, and the zine puts its front and back on facing pages. Open it flat and you’ve got both sides of the hoodie at once.

Tremaine Emory in Frozen Yellow

The other model is Tremaine Emory of No Vacancy Inn. He’s in the Frozen Yellow long sleeve from the same drop, calabasas running down both sleeves. He’s wearing it with the Frozen Yellow cap that spells out the town’s zip code, Calabasas California 91302. The Wave Runners are in there too, so the zine carries the drop head to toe.

Most campaigns chase people who haven’t bought yet. This one went to people who’d already paid and were still waiting.