Y-3 Fall/Winter 2016 Campaign Video

For Autumn/Winter 2016, Y-3 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.

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.

Creative Direction: Blackrose
Photography: Takay
Asset Photography: Chris Collie, Stas May & Adam Weiss
Wardrobe Stylist: Carlos Nazario
Hair: Peter Matteliano
Makeup: Souhi
Video Director: Robert Broadhurst
DP: Aaron Platt
Models: Anton Toftgard @ M Management & Kris Gottschalk @ Elite NYC


source adidasy3
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