From see-through outfits to a very amorous boat ride in Venice - Kanye West and his 'wife' Bianca Censori have been causing quite a stir during their summer holiday in Italy.
And insiders have now claimed the couple's attention-grabbing antics are actually part of a publicity stunt to promote West's 'imminent' new album.
The American rapper, 46, is reportedly planning a career 'comeback' with the support of Australian architect Censori, 28, after a spectacular fall from grace following his 2022 anti-Semitism scandal.
'He's been cooking up in the studio all summer,' a source told Page Six. 'It sounds crazy.'
NBC News reported that West and Censori had quietly confirmed 'new music is imminent' after inviting a source into the recording studio to hear the album.
Kanye West and Bianca Censori's attention-grabbing antics in Italy could be part of a publicity stunt to promote West's 'imminent' new album. (Both are pictured in Venice last month)
The rumoured new release would be West's first album since Donda 2, which was made available exclusively on his $214.50 Stem Player in February 2022, rather than using traditional streaming platforms or CDs/records.
West hasn't put new solo music out since releasing - then deleting - the track Censori Overload, a song dedicated to his new lover, on January 7.
Further, other sources have claimed West and Censori have been drumming up attention in Italy to prepare for the launch of a new Yeezy fashion collection.
The rumoured new release would be West's first album since Donda 2, which was made available exclusively on his $214.50 Stem Player in February 2022, rather than using traditional streaming platforms or CDs/records. (Pictured: the album cover for Donda 2)
Other sources claim West and Censori have been drumming up attention in Italy to prepare for the launch of a new Yeezy fashion collection. (Pictured together in Tuscany on August 5)
'They are having a blast travelling right now and Kanye has been very inspired,' a source told US Weekly. 'He says he's designing, writing music and being inspired.'
Censori has apparently been helping West with his designs.
'They both think their fashions are going to be culture shifting. Kanye feels he's on the precipice of a big comeback,' added the source.
The couple has certainly courted the limelight in recent weeks, with Italian locals furious over Censori wearing see-through mesh outfits that expose her breasts.
Censori (pictured in Florence on August 3) has apparently been helping West with his designs
Italians have taken to social media to brand the Kim Kardashian lookalike's outfits as 'disrespectful', with some saying the 'immodest' duo were not welcome in a country known for its conservative Catholic heritage.
Others have described images of the pair as 'disturbing' and have even speculated the Yeezy designer has taken charge of Censori's appearance.
They made headlines yet again last Monday after West exposed his naked buttocks in front of gawking tourists during a boat ride with his so-called bride.
Italian locals are upset with Censori for 'going around virtually naked' in the conservative Catholic country
Critics argued the act constituted 'public indecency' - a charge that comes with a fine of up to €309 (AU$520), according to the Italian Constitutional Court.
However, some PR experts have claimed publicity stunts are exactly what West should be doing to relaunch his brand.
'It's an excellent publicity stunt and is already generating worldwide media coverage for them both, which can only lead to attention,' top celebrity agent Max Markson told Daily Mail Australia.
Some PR experts say publicity stunts are exactly what West should be doing to relaunch his brand. (West and Censori are pictured on their way to Sunday Service in LA on June 4)
Markson claimed West will 'definitely' enjoy a successful comeback as a result of his antics in Italy, adding: 'He already is one of the world's most popular personalities and the future will continue for him with whatever he wants to do.'
Similarly, branding expert and InsideOut PR CEO Nicole Reaney describes West and Censori's controversial boat ride as a 'PR masterstroke'.
'It has generated media attention around the world, giving them further profile and a narrative on their personas,' she told Daily Mail Australia.
'It's an excellent publicity stunt and is already generating worldwide media coverage for them both, which can only lead to attention,' top celebrity agent Max Markson exclusively told Daily Mail Australia. (West and Censori are pictured in Los Angeles on May 13)
Reaney also credits Censori with 'softening' West's image, while allowing him to shine more than when he was married to Kim Kardashian.
'When [West] was with Kim Kardashian, it was Kim at the centre of the publicity,' she explained.
'As an Australian architect, Bianca brings a completely different dimension and influence to Kanye,' she added.
However other experts have cast doubt upon whether West's latest controversies can really help to revive his brand.
West and Censori wed in a private ceremony in Beverly Hills in January, about two months after the rapper's divorce from Kim Kardashian was finalised
'Should this all be for PR, there are definitely other ways that you can secure press coverage without disrespecting the local laws,' Adrian Falk, the founder of Believe Advertising & PR, told Daily Mail Australia.
'It's not a strategy that I would certainly suggest to my international celebrity clients,' he added.
Prior to his outings with Censori, West mostly stayed out of the spotlight following a series of controversies.
These scandals included his decision to wear a 'White Lives Matter' shirt, tweeting he was going 'death con 3 on Jewish people', and praising Adolf Hitler.
West's anti-Semitic comments were condemned by the Anti-Defamation League, and he was promptly dropped by his agency CAA, production company MRC, Adidas, Gap and Balenciaga.
West and Censori were first romantically linked in January 2023, just months after his divorce was finalised.
Bianca has a degree in architecture and worked for Kanye's design company Yeezy
The couple wed in a private ceremony in Beverly Hills in January. However, the legality of the union is in question, as they did not file a marriage certificate.
Previously, Kardashian filed for divorce in February 2021 after six years of marriage.
Throughout their relationship, West often called Kardashian his 'muse' and heavily influenced her fashion choices.
The former couple share four children together: North, 10, Saint, seven, Chicago, five, and Psalm, four.
Throughout their relationship, West often called Kardashian (pictured together in Beverly Hills in February 2020) his 'muse' and heavily influenced her fashion choices
