Frankly, it’s getting a little tiring, this calling that Kanye West keeps hearing to be a fashion designer. Today — just as you might have been tempted to think, as we did, that the ridiculous aspiration of his was well behind us, buried under a mountain of bad press and worse clothes (we chose not to review his two disastrous “collections” in Paris) — Page Six reports that the rapper is “prepping a unisex collection of about 100 pieces,” to be shown at the spring collections in September. It’s like déjà vu all over again.

We get that he has both a god and a martyr complex, but here’s the thing. In the way naming a baby “North” doesn’t bestow one with any new direction in life, collaborating on a hoodie, a T-shirt and jeans with A.P.C. doesn’t make one a fashion designer. Remember, this is the man who once rhetorically asked, “Have you heard of a little thing called Lindsay Lohan’s Ungaro collection? That was like the 9/11 of fashion. It was game over for me after that as no one would take a celebrity trying to do fashion seriously.” Exactly.

P6 further says, “West worked in Milan for a week on [the] new collection” and he is “again being advised by a team of top designers from hip brands, including his pal Nicola Formichetti of Diesel.” If ever there’s a kiss of death, it’s the word “hip.” But besides that, there is the very obvious question: What does he hope to achieve? We mean that sincerely. Is it to be a style authority? Best to leave that to the trained professionals. Is it to carry out some preconceived notion of what a rap mogul does? The best rap moguls do their work invisibly, plus all that baggy Phat Farm gear happened in the 90s. To win a CFDA award? They’re meaningless. To impress a girl? That girl has already given birth to a direction. Maybe not even Kanye knows why he does the things he does.