Kanye West front row at Yeezy RTW Fall 2016

Kanye West is to hold his Yeezy Season 4 fashion show on September 7. West‘s representative confirmed that the show will be held in the afternoon on the first day of New York Fashion Week, but said that the event’s time and place will be announced at a later date.

While blue-chip events are typically reserved for the tail-end of New York Fashion Week, this season’s opening day is shaping up to be a crowded one.

The Tom Ford presentation and Cartier Fifth Avenue mansion unveiling are scheduled head-to-head that day – both kicking off at 7 p.m.

West unveiled his Yeezy Season 3 collection with a late-afternoon blockbuster listening party and performance art piece at Madison Square Garden. In addition to selling out the arena, West’s show also drew more than 20 million live-stream viewers.

Kanye’s Yeezy collections mainly hedge their sales on footwear — which have proven to be a branding and commercial boon for the musician. His Yeezy sneakers have incited a craze on the resale market — selling for multitudes more than their shelf price.

In June, West revealed that he and Adidas had expanded their partnership and that they would link on performancewear designs, as well as lifestyle.

At the time, Adidas called the alliance unprecedented, saying it is “the most significant partnership ever created between a nonathlete and an athletic brand.”

Release dates for such products remain unknown.