For the Y-3 Fall 2016 collection, the brand stripped down to an essential aesthetic of rebellious modernism with a tough, industrial edge. The collection hearkened to two stylistic markers of the 1990s—rave culture and minimalism—to present a contemporary view on sport-style.
Y-3 emerged into the Fall 2016 season by challenging its very own processes. Starting over, re-discovering complexity in simplicity and forming a new path to the future. The Fall 2016 campaign is another step in the constant evolving relationship of the brand – movement, style and functionality with a continuous focus on tomorrow. The campaign story is woven together through the Y-3 brand ethos, with a focus on strength, craftsmanship and modern movement.
The Y-3 Fall 2016 film campaign offers a sneak peak into the world of the brand and the constant chase for something more. The film elicits suspense with the relentless pursuit of escape and change as a metaphor for the future of Y-3.
Propelled by driving music and palpable suspense, the film mines the conceptual terrain of data culture and suggests a dystopian future beyond the expanding surveillance boom. With characters who can’t elude the peering cameras of a hacked security feed, it nods to the fault line between safety and surveillance and builds upon Yohji Yamamoto’s famous belief in ‘clothing as armor.’ The film suggests that, in a future where exposure feels impossible to escape, clothing may indeed become the final vestige of privacy.