Kanye West's Adidas show: toddler tantrums, Kylie on the catwalk and Bieber in the back

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The rapper launched the collection yesterday at New York Fashion week to an impressive selection of guests from the worlds of music and fashion, with of course a few Kardashians thrown in for good measure.

The run-up to the launch has seen the rapper expertly building a buzz around the collection with a first outing of the Yeezy Boost trainers at the Grammys, a countdown on social media, an innovative app to allow customer reservations and live global streaming of the launch event.

But last night was the big reveal with the collection shown in full for the first time. But before the new range could be considered in any detail there's the small matter of the guestlist.

West's wife Kim Kardashian sat front and centre with the couple's daughter North, alongside Vogue editor Anna Wintour who did not take kindly when the toddler threw a tantrum mid-show leaving mummy and baby to make a swift escape.

Also in attendance on the front row were Beyonce, Jay Z, P Diddy and Rihanna. Justin Bieber also showed up but can just be spotted in this image tweeted by Complex Style, relegated to second row, behind the rest of the Kardashian cohort which included Kris Jenner, Khloe Kardashian and Kendall Jenner.

In a role reversal for the youngest siblings of the Kardashian/Jenner clan it was actually Kylie Jenner that made an appearance on the runway.

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The collection itself is made up of essentials which West explains his intention for them to be combined in infinite ways "like lego."

Whilst the collection is intended to be unisex, for men it consisted of bomber jackets, oversize sweaters, distressed jumpers. For women it was infinitely more feminine with body conscious silhouettes of tube dresses, running t-shirts and cropped tops.

"I wanted something that felt like New York or Paris or Tokyo or Santa Barbara or Chicago—a worldliness and an ease.”

“I don’t want the clothes to be the life,” West said. “I want the clothes to help the life.”