Ready for Yeezy Season 4?

It’s official. Kanye West has just announced the time and place for his Yeezy Season 4: it will take place today at 3 pm (ET) in New York City, ahead of  NYFW starting tomorrow, and will be livestreamed on Tidal. The show’s confirmation comes after days of anticipation and doubts. Kanye has in fact been pretty obscure about the event until the very last minute, throwing some little hints to rise the hype – something he seems to be the best at.

On September 3, he launched a casting call on Twitter, requesting “multiracial women only” and urging them to come with no trace of makeup. On the other hand, Kim Kardashian has been spending the last few days teasing an upcoming collaboration with her husband and adidas on Snapchat and yesterday she made an appearance at Kanye’s concert at Madison Square Garden wearing a shiny dress adorably matching North’s and previewing the collection.

With adidas keen to invest more and more in its collaboration with Kanye and aiming to open Yeezy stores, what can we expect from Yeezy Season 4? From a man who turned his latest fashion show into a majestic album launch, the only thing we know for sure is that he’ll find a new, unconventional way to surprise us.