Posted on July 17 2015
Y-3. This A/W15 season Y-3 takes flight, back to the days of the original pioneer, the forerunners of modern aviation. Back to the men and women who dared to go further, higher, and faster than ever before, and to the time where human achievement pushed the boundaries for all. This A/W15 campaign takes the nostalgia of the golden age of flight into the modern world of the bold 3 stripes and Yohji Yamamoto’s high-tech designs.
Shot by Harley Weir and directed by Lloyd&Co, the campaign images evoke a heroic and ethereal nature through distorted senses of height and perspective, creating an extreme sense of vertigo. The aviators display bold and graphic shapes iconic to the Y-3 brand, cast against a clear blue sky, as the wind picks up and creates flight and movement in an otherwise sharp and tailored sense of military-inspired apparel.
The A/W15 film plays out this sense of vertigo even further, not knowing which way is up or down, the aviators appear to be in constant flight. Historic notions of code breaking and aviation radar chatter reverberate throughout, messages from mission control guiding the flight.
The campaign showcases the high-tech, military-inspired apparel in an ethereal world of aerial imagery and blue skies, translated into print, digital, a mood video, in-store displays and supplementary materials.
Shop the first drop of the new collection in-store now and see the first highlights of the footwear collection online (more to follow soon!).