Kanye West in his ‘I feel like Pablo’ T-shirt. Photo credit: The Daily Beast

Twittersphere is agog over rapper and fashion designer  Kanye West’s simultaneous launch of a new album, the Life of Pablo and a fashion line, showcasing his clothing collection Thursday night.

More than 20 million viewers watched the event via Tidal  as Kanye  put his own twist on a New York Fashion Week runway show at famed music venue Madison Square Garden. Over 20,000 gathered at the venue itself to cheer  West as he  emerged in a red T-shirt, with the legend ‘I Feel Like Pablo’ on it and a full retinue of Kardashian-Jenners, all dressed in shining white: his wife Kim Kardashian West, Caitlyn Jenner, Kris Jenner, Khloe Kardashian (accompanied by a camouflage-jacketed Lamar Odom, in his first major public appearance since his hospitalization), Kendall Jenner, and Kylie Jenner.

In the audience were A-stars such as Jay-Z, Frank Ocean, and Jaden Smith. Anna Wintour sat next to Kim K. Melanie Griffith sat next to Kris Jenner.

The show was  streamed for free online via subscription music streaming service Tidal, garnering around 20 million viewers according to the platform. Tidal, which touts hi-fidelity streaming, is co-owned by a group of music’s top artists including West, Jay Z, Rihanna and Beyonce.

As West played new tracks for his upcoming “The Life of Pablo” album, dozens of models were unveiled standing on raised platforms in the center of the arena, wearing the new Yeezy Season 3 that West designed for sports brand Adidas.

The collection, launched on the first day of the city’s fashion week, featured West’s penchant for neutral tones but included bright pops of pink, red and orange across the collection of leotards, tops, leggings and parkas worn by a diverse group of models.

West also announced an upcoming video game called “Only Once,” which he said was about his late mother Donda West’s journey to the gates of heaven.

The show quickly became a top social media trend, as fans tweeted about the collection and the music.

One particular explicit lyric regarding Taylor Swift on new track “Famous” garnered a strong response from fans as West rapped that he had made the pop star famous, referring to the their infamous 2009 MTV Video Music Awards incident where West interrupted Swift’s acceptance speech on stage.

Swift and West had since buried the hatchet, but fans speculated the new lyrics could incite a feud between the two music stars.

Also getting in on the action, former drug executive Martin Shkreli tweeted out a letter addressed to West offering to buy “The Life of Pablo” for $10 million so that it would be released solely to him, and kept from the public.

Shkreli is currently being sued over his Wu-Tang album “Once Upon A Time in Shaolin,” the sole copy of which he bought for $2 million.

West has yet to respond to Shkreli.

*From Reuters and The Daily Beast