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Y-3’s new spring ads are grittier and more stylistic, seeking to convey the evolution and confluence of sport and high fashion.
The collaborative sportswear line of Adidas and Yohji Yamamoto is using black-and-white images with an orange logo as the only spot of color. In the women’s wear ad, the model wears a white tank top with black pants and suspenders while hanging onto a chain-link fence.
“The spring/summer Y-3 advertising concept is vibrant, powerful and raw,” a brand spokesman said. “The imagery is bold — a fusion of polarized black and white against the signature orange color. It is movement arrested, a moment of flow suspended in time. It captures all of the vitality and confidence that is Y-3.”
This is the first season the ads have been in black-and-white, though the clothes featured in past ads have often been in that color scheme. Like past campaigns, this one tries to show movement in a still image.
Photographed by Mario Sorrenti, styled by Lori Goldstein and art directed by Doug Lloyd, owner of Lloyd & Co., the ads will make their debut in March issues of W, L’Uomo Vogue, Vogue France, V & V Man, Self Service, Arena Homme Plus, 032c and Fantastic Man.
“It is inspired by the aesthetic of sport and the purity of motion to create a language that expresses core elegance,” the spokesman added. “The signature Y-3 stripes are center stage for sport silhouettes reinterpreted in a modern Y-3 style. They are the platform to a look that goes beyond the bounds of fashion and shifting trends.”
There is no marked increase in marketing costs this season, and the firm declined to comment on spending. However, the brand “will continue to focus on strengthening its retail relationships with its current 500 worldwide customers and opening additional monobrand stores, as well as shops-in-shops, in the leading capitals across Europe, the U.S. and Asia,” the spokesman said.