Y-3 steps into the S/S17 season with an unveiling of a future society built upon by a division of status, power, and authority. The S/S17 campaign continues to push the boundaries of Y-3 and its forward perspective while the structure of this society ultimately influences the evolution of the brand. Movement, utilitarian function, and a distinct hierarchy make up this world of tomorrow.
Directed by Robert Broadhurst with creative direction by Blackrose NYC, the campaign explores the concept of a social order defined by the echelon of the diverse groups that inhabit it. Strength, power, protection, creativity, and function struggle to co-exist in this disjointed world.
The film traverses a futuristic dystopia where the protagonists find themselves on the wrong side of an authoritarian regime. This world is derived from the unique features and innate details that make up the S/S17 collection. From the artistic underground to the corridors of power, the film is a compelling investigation of political hierarchies. It questions the viability of privacy in a world of state-sponsored surveillance while revealing the shifting interplay between consciousness and memory.
Led by photographer Pierre Debusschere, the Y-3 Spring/Summer 2013 campaign films are a celebration of motion and exploration of movement that draw on the bold colors and graphic lines of the collection.