Kim Kardashian West, queen of pop-cultural stances, has done it again. To announce her husband Kanye's new sneaker drop - the Yeezy Boost 350 V2 in the "Butter" colorway - she modeled for a photo shoot that, naturally, took the internet by storm. When she posted previews of the shoot on her Instagram, fans were befuddled by Kardashian West's post. The image shows her sprawled out on a bed, wearing underwear and a pair of the Yeezy Butter kicks with a distant, zoned-out facial expression. To many, the photo was reminiscent of a chalk outline drawing from a crime scene, or merely an image of utter inexpressiveness and apathy. Social media relentlessly roasted her with a series of artistic masterpieces that only make sense in the 2018 world of #memeculture.
The viral photo shoot was not without more serious controversy, too, as many pointed out that the Butter drop suspiciously coincided with buzz over Beyonce's historic September 2018 Vogue cover. Some posited this wasn't the first time West has tried to outshine Bey preemptively.
But there's arguably no better marketing strategy than enlisting a Kardashian to send your product viral. The Yeezy Boost V2 in Butter is here, but probably not for long - so get them before they melt, and then vote up the absolute "Yeezy-est" memes that are just like butter.