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Y-3's A/W campaign opens up the definition of travel
27
Jul '11
For Autumn/Winter 2011-12, Y-3's communication campaign is inspired by the collection's theme reflecting on the nature of escape—on horseback, on foot, and into the hills.

Y-3 asked artists Collier Schorr and David Benjamin Sherry to interpret the Autumn/Winter 2011-12 collection which ultimately is about the journey not the destination.

Collier Schorr created images as well as the campaign's mood video Beneath, Between, Beyond which opens up the definition of travel.

A young man and woman, dressed in clothes that almost would seem to mimic the colors of nature, pass through the thin air of mountaintops and unseen glances. Watching and being watched, they attempt to connect in the beautiful moment of a passersby who can't be contained or caught.

Schorr contrasted hyper- colored landscapes by the photographer David Benjamin Sherry with two figures who likewise seem otherworldly. A sense of losing oneself, both in travel and love, the piece begins with a girl disappearing into a blue sunset and ends with the boy waking up as if he had imagined this whole performance. They share an internal daydream, but ultimately she is a projection of his imagination. He is alone, his interior life spread before him, sun glittering through a branch of leaves, a nomad in every destination.

For Yohji Yamamoto "Traveling means coming back home, we are always unconsciously wanting to come back. It is one of man's strongest desires."

The result is an over-arching communication campaign that translates into still images and a short mood film exclusively launched during the Venice Biennale early June, followed by an updated brand website design, all released globally mid July 2011.

Yohji Yamamoto


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