Y-3 | Autumn/Winter 2016 Campaign Video




Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Published on Jul 16, 2016

For Autumn/Winter 2016, Y-3 stripped down to an essential aesthetic of rebellious modernism with a tough, industrial edge. The collection hearkened to two stylistic markers of the 1990s—rave culture and minimalism—to present a contemporary view on sport-style.



Y-3 emerged into the Autumn / Winter 2016 season by challenging its very own processes. Starting over, re-discovering complexity in simplicity and forming a new path to the future. The FW16 campaign is another step in the constant evolving relationship of the brand - movement, style and functionality with a continuous focus on tomorrow. The campaign story is woven together through the Y-3 brand ethos, with a focus on strength, craftsmanship and modern movement.

The A/W16 film offers a sneak peak into the world of Y-3 and the constant chase for something more. The film elicits suspense with the relentless pursuit of escape and change as a metaphor for the future of Y-3.

Propelled by driving music and palpable suspense, the film mines the conceptual terrain of data culture and suggests a dystopian future beyond the expanding surveillance boom. With characters who can't elude the peering cameras of a hacked security feed, it nods to the fault line between safety and surveillance and builds upon Yohji Yamamoto’s famous belief in 'clothing as armor.' The film suggests that, in a future where exposure feels impossible to escape, clothing may indeed become the final vestige of privacy.

Follow us:

YouTube - http://www.youtube.com/adidasy3
Facebook - https://www.facebook.com/adidasy3
Instagram - http://www.instagram.com/adidasy3


Creative Direction: Blackrose

Photography: Takay

Asset Photography: Chris Collie, Stas May & Adam Weiss

Wardrobe Stylist: Carlos Nazario

Hair: Peter Matteliano

Makeup: Souhi

Video Director: Robert Broadhurst

DP: Aaron Platt

Models: Anton Toftgard @ M Management & Kris Gottschalk @ Elite NYC


When autoplay is enabled, a suggested video will automatically play next.

Up next

to add this to Watch Later

Add to

Loading playlists...