Fashion designer Demna Gvasalia changed his strategy last summer. Balenciaga, once a fashion house run by its founder Christóbal Balenciaga in a style of austere elegance, was again putting on a haute couture show in Paris after 53 years. The fact that this happened under Gvasalia of all places was surprising: the German-Georgian designer had become known through his label Vetements, which excelled with oversized second-hand looks. As Balenciaga boss, he continued this approachable casual out-old-make-new aesthetic, bringing the traditional company billions in profits. So why go back to high tailoring? And who wears that?

Christóbal's haute couture designs were once tailored for women like Audrey Hepburn, Grace Kelly and Jackie Kennedy, they embodied the ideal modern woman. But today it is influencers, rappers and TV personalities who help determine the value of a brand. Last year's show therefore not only meant a return to the art of tailoring - the designs were also to be presented in the gossip press and social media in a media-effective manner. The muses were two of the most prominent people these days: Entrepreneur and self-promoter Kim Kardashian West and her ex-husband, rapper, designer and former US presidential candidate Kanye West, who for some time now only wants to be called Ye.

After seven years of marriage and four children together, the couple announced their separation at the end of February 2021. Kardashian seemed composed: just nine months later, she was spotted with comedian and SNL cast member Pete Davidson. Ye didn't seem to be coping well with the split and ongoing divorce, even publicly begging for a reconciliation. By New Year's Eve, Ye seemed to have suddenly fallen in love again. The new one at his side: an aspiring actress named Julia Fox. The New Yorker was best known in Manhattan's art party scene before showing her acting talent in a role written especially for her in the film Uncut Gems.

The two met in Miami and it sparked. Only three days later they arranged a date in New York: Visit to the Broadway show “Slave Play” by Jeremy O. Harris, dinner in the exclusive “Carbone” restaurant, including a photo shoot and a major makeover in a specially rented hotel suite; the clothes rails are said to have been provided by the Italian jeans manufacturer Diesel. A few days later, Fox published an article entitled "Date Night" in "Interview" magazine, including slightly erotic pictures of the photo shoot. The press accordingly thought everything was staged and interpreted the story as a high-profile act of revenge by the envious ex-husband Ye. True to the motto: If I can't have my old Kim, I'll just make a new one.

The makeover was reminiscent of Kim and Kanye's early relationship: Before Kardashian met him ten years ago, she was known for many things in Los Angeles, but not for her good dress style.

It's thanks to Ye that she became the fashion icon she is (she said so herself at last year's People's Choice Awards, when she won an award for her style).

Back then, Kanye had re-dressed her in front of the rolling cameras of the reality show Keeping Up With The Kardashians.

In a 2015 interview with CNN, she said that he changed everything: "I used to think I had the best style.

When I look back at my outfits today, I feel ashamed.”