Kylie Jenner walked Yeezy Season 1. A year later, Ye lost her to Puma

The models at Skylight Clarkson Sq stood in still rows, in flesh tones, olive and black. One of them was in a black shearling jacket that wasn’t anywhere near her size. It was 12 Feb 2015, New York Fashion Week, and Ye was showing Yeezy Season 1, his first collection for adidas. The girl in the shearling was Kylie Jenner.

Grazia listed the look the next morning: a skull cap, sheer nude and khaki layers, high-waisted knickers and tights, caramel boots to the knee. Getty’s captions named her, but Complex’s live blog still had it down as a rumour until Kim confirmed it on Instagram. She wasn’t a one-off. Kylie walked Season 2 that September as well, next to Bella Hadid, E! and Hello! reported, which is what made the next February so loud.

“1000%”, two days before the Garden

On 9 Feb 2016, two days before Yeezy Season 3 took over Madison Square Garden, Ye went after Puma on Twitter. “1000% there will never be a Kylie Puma anything,” he wrote, and said it was “on my family”. The FADER had it the same day, and E! wasn’t far behind.

“1000% Kylie is on Yeezy team!!!” Ye, on Twitter, 9 Feb 2016

Eight days later Puma confirmed her anyway, as the face of its spring 2016 women’s training campaign, due out in April, E! reported, quoting Puma’s Adam Petrick. When Season 3 and Season 4 came round, she’s in the audience in Getty’s captions, not on the runway.

Back in three stripes, 2018

It’d take two and a half years. Hypebeast reported her as an adidas ambassador on 28 Aug 2018, and the Yeezy Boost 350 V2 Triple White restock landed that September. She posted a pair: “Just got my Yeezy Boost 350 V2 Triple White.” Kendall’s post came a day later, W Magazine noted.

Ye had said 1000% in 2016. She got back to the three stripes in 2018, in a white 350.