For the Spring/Summer 2011 collection, the Y-3 campaign is inspired by Yohji Yamamoto’s love of rock’n’roll and the dark, powerful energy behind it.
“I have the soul of a rocker,” says Yohji Yamamoto
The omnipresent tension created gives the feeling of being backstage at a rock concert or emerging from a stadium tunnel. It gives the energy of a before-and-after concert, with the assurance of a cutting-edge fashion brand.
Following on from the previous season, the campaign is imbued with black & white images that bring a dramatic and poetic aspect with a play of light. Product details are captured and illustrated through the moody imagery, highlighting the powerful link between rock ‘n’ roll and fashion.
The video format of Spring/Summer 2011 lends itself to the game of multi-media broadcasting; the scenography is individualistic in a confined space. The energetic, fearless movement of the passage through the tunnel, with the stifling thud of the rock concert in the background, and the tension and excitement of the moment, gives way to the iconic Y-3 logo.
The result is a global communications campaign featuring still lifes in the world’s most influential print media, a short film and a new website design, launched simultaneously in February 2011.
www.Y-3.com
Art Direction: Lloyd & Co.
Photographer / Director: Jacob Sutton
Producer: Holbrook Grace
Music: Thomas Bullock
Styling: Massacret Jay
Make-up artist: Ueda Hiromi
Hairstylist: Neil Moodie
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