Kanye West has had a very busy weekend. After a relatively tame few months in which he’s spent his time dutifully promoting his album, performing and taking care of his traumatized wife and family, it appears the rapper has missed being embroiled in the midst of a controversy. Not only did The Life of Pablo singer come out in support of Trump, diss Beyoncé and BFF Jay Z, and cancel his performance, he also appears to have remembered he has an Instagram account, flooding it with grainy archival fashion photos. All of which is really just proof that much like Real Housewives of Beverly Hills star Erika Girardi, Kanye is, “an enigma, wrapped in a riddle…and cash.”
Ye may be relatively new to the social media platform, launching his account only two months ago and posting a single mysterious still image from Total Recall, but he’s already broken the cardinal rule of the gram. On Sunday, the rapper logged on to the app, flooding his account with 99 blurry, haphazardly snapped images that judging from the styles and text surrounding them appear to all originate from vintage Maison Margiela lookbooks. This posting spree on the tail end of his very public, very controversial rants, however, has left his followers baffled to say the least.
While it’s still unclear precisely what he’s up to with this latest influx of images, of course, we have some theories of our own.
It’s a subtle jab at Jay Z
Judging from the lecture he gave at his most recent concert, we already know the two have some kind of unsettled beef. And the choice of 99 images seems to be making direct reference to a certain iconic song.
This is his latest art project
Or to be more precise, Eli Russell Linnetz‘s art project. The 24-year-old director who collaborated with West on his music video for “Fade” regrammed one of the images posted to the rapper’s account with the caption, “new installation on @kanyewest,” which is both mildly clarifying and totally unhelpful at the same time.
He’s trying to curate your feed and flood out his haters in the process
After all, how will you know if Taylor Swift or Beyoncé just posted a new fire selfie or announced the release of their latest album if you can’t see it because your feed is now 100% grainy photographs of old photographs courtesy of the greatest rapper alive?
He’s trying to win a bet against his sisters-in-law
While the KarJenners ladies may rule the medium with an iron selfie, it seems West is trying to subvert that tried-and-true Instagram success formula, most famously pioneered by his wife. This all could have easily stemmed from a bet in which the Adidas designer proposed that he could get more likes by just posting mysterious pictures back to back than any of his family’s lingerie-clad snaps.
And the most obvious answer: A collaboration collection with Margiela is coming
After all, this wouldn’t be the first time the brand has worked in conjunction with the rapper on original fashions, famously creating all of the looks, including those crystal-studded face-obscuring headpieces for his 2014 Yeezus tour.
But at the end of the day, just like the rapper’s personal politics, West’s Instagram remains a baffling, unsolvable riddle with little to no clues to go on. And in the words of Yeezy himself, “Ain’t nobody got time for that.”
What do you think Kanye’s 99 Instagram posts? Sound off below!