Continuing the journey through Japan and celebrating the brandorigins, the Chapter 2 hero campaign sees Y-3 collaborate with famed Japanese artist Takashi Homma. Inspired by Homma’s body of work ‘New Waves’, the location lenses Japan’s coastlines for a serene and reflective meditation between land, sky and sea.
Alongside the stills campaign, director Emily Okuda-Overhoff frames the campaign casting navigating their way through beach and greenery, depicted through serene and beautiful camerawork.
Cult photographer Shoichi Aoki, renowned for his streetstyle magazine ‘Fruits’, leaves his natural habitat of Harajuku streets to follow the Y-3 journey to the coast. Aoki captures the Chapter 2 lookbook and casting in his synonymous, documenting style.
The seasonal offering sees Y-3 explore a number of key themes. The brand begins by disrupting elegance– reinterpreting the aesthetic codes of team sport in order tochampion a multilayered vision of design. Two core themes from Y-3’s quintessential arsenal are then recontextualized as the brand ventures into the outdoors through the lens of highly functional garments, footwear, and accessories.
A vivid projection of Y-3’s tomorrow, the outdoors selection is fervently brought to life through adaptable details, fabrics, and silhouettes. Meanwhile, as the season progresses into the summer months, adidas and Yohji Yamamoto offer an array of warm-weatherready lightweight material fabrications and adaptable accessories.
The first design artifact to emerge from the Atelier will be the Y-3 ITOGO – a completely new sneaker that pushes the boundaries of contemporary footwear. Crafted from only 5 components including an engineered primeknit upper, the silhouette’s progressive construction uses no glue and comes replete with two midsoles – one BOOST and one Lightstrike – which can be swapped out depending on the wearer’s preference.A daring step toward the future,
Y-3 Spring/Summer 2023 brings together sport and artisanal craftsmanship in uncompromising rebellious fashion. Y-3’s Spring/Summer 2023 collection is available now.