Y-3 FALL 2016 FILM CAMPAIGN

Y-3 FALL 2016 FILM CAMPAIGN

For the Y-3 Fall 2016 collection, the brand stripped down to an essential aesthetic of ...

August 19, 2016

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.

BE FASHION FORWARD

Receive direct access to exclusive interactive online shopping, latest designer collections, celebrity features and collaborations, and daily fashion news.

BE FASHION FORWARD

Receive direct access to exclusive interactive online shopping, latest designer collections, celebrity features and collaborations, and daily fashion news.