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Y-3 launches S/S campaign & gives preview to A/W line

28
Jan '10
Y-3 launched its new Spring/Summer 2010 campaign as well as provided a first preview to its upcoming Autumn / Winter 2010-11 collection. The collection will be shown in its entirety on February 14th during New York Fashion Week.

20 men's key looks were revealed at the Paris presentation giving an exclusive first glimpse at the Autumn / Winter range. For the coming season, Yohji Yamamoto and adidas are inspired by the tension of two opposite aesthetic ideals: TRADITION vs. FUTURE; juxtaposing heritage and classic values with an extreme futuristic expression.

This idea is illustrated through the use of a traditional color palette of charcoal grey, navy, black & white juxtaposed by strong pop colors of kelly green, purple & sapphire with traditional silhouettes done up in technically advanced fabrics. Stand out pieces include heavy knit fitted cardigans & blazers, wool flannel checked track pants & jackets, down jackets reinforced with Kevlar fabrics, jackets made from merino cashmere mixed with functional nylons, oversized wide gauge pull over sweaters & cardigans, oversized cropped pants, heavy wool knit leggings & cardigans as well as pea coats made of soft shearling leather.

Footwear provides a further example of this season's theme where traditional sporting styles are highlighted by silver, bright purple and orange color accents that pop and push the futuristic idea further.

In addition to showcasing the Autumn / Winter men's looks, Y-3 unveiled its latest communication campaign for the Spring / Summer 2010 season. In attendance at the event was world soccer star, Zinedine Zidane who is featured in the campaign along with Yohji Yamamoto. The campaign celebrates an icon of sports heritage: the team portrait. The result is a set of imagery fitting for a collection inspired by the national soccer federations sponsored by adidas and the power and movement of the soccer net.

For the finale' of the Spring / Summer 2010 runway show in September, designer Yohji Yamamoto made a rare appearance along with Zinedine Zidane. Here they reprise their roles, standing front and center for the accompanying campaign, alongside a cast of models wearing a selection of Y-3's elegant sportswear. Timed to the upcoming 2010 FIFA World Cup, the campaign underscores Y-3's continued exploration of sport performance and innovative style.

The campaign captures the simplicity and grace of the team portrait. Photographed on location in a stark urban setting, the images feature models posing in a team portrait and representing the eight countries with soccer federations sponsored by adidas: South Africa, Germany, Japan, Mexico, Spain, Argentina, France, and Russia. Zidane makes an exciting cameo appearance in the campaign, heading up the teams as their “captain.”

Yohji Yamamoto


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