Fashion brand Y-3 unveiled its Spring Summer 2023 Chapter 1 Collection that reimagines the brand codes and fearlessly looks ahead. The collection explores Artisan Codes of Sport concept, and disrupts elegance with a series of daring garments, footwear, and accessories. It reinterprets the quintessential visual codes of team sports to celebrate a multifaceted design vision. Fashion photographer Jiro Konami captured the campaign. In charge of art direction was Jamie Reid, with styling from Robbie Spencer, and production by Farago Projects. Beauty is work of hair stylist Nero, and makeup artist Udashi. Video direction by Emily Okuda Overhof.
“Drawing on adidas’ athletic heritage, the apparel and accessories range boasts letterman jackets, track pants, cargo pants, shirts, cardigans, caps, and beyond – all featuring brushstroke Y-3 logo graphics which subvert sporting codes through the lens of artisanal handicraft. In addition, a selection of tailored, elegant, silhouettes, brings the collection full circle – blending adidas’ sporting heritage with Yohji’s avant-garde legacy.
The footwear selection is then home to a curated selection of silhouettes which reinterpret the sporting codes of classic adidas franchises through Y-3’s uncompromisingly rebellious lens. Paying homage to the Japanese technique of Sashiko stitching, the Y-3 SUPERSTAR, the Y-3 HICHO, the Y-3 MARATHON TR, and the Y-3 GAZELLE, each feature accentuated tonal stitching – all threads intentionally hanging loosely. Further sneaker highlights include the Y-3 RIVALRY, and the futuristic Y-3 RUNNER 4D HALO.” – from Y-3
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