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Y-3 | Autumn/Winter 2016 Campaign Video

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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.

http://www.Y-3.com

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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.

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

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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

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