Y-3, the collaboration between renowned Japanese fashion design Yohji Yamamoto and the authentic sports brand adidas, has revolutionized the industry, and created a new category within fashion. Adidas represents sports, YohjiYamamoto represents design, both symbolize true craftsmanship, and together they have developed the future in sportswear. Y-3’s collection of men’s and women’s apparel, footwear and accessories continues to evolve, always evoking the perfect blend of adidas’ expertise and innovation in sport functionality and Yohji Yamamoto’s signature sense of style.
SPRING SUMMER 2022
In 2022 Y-3 rings in its 20th anniversary with a year-long celebration, boldly dubbed “20 Years: Re-Coded”. Looking back on key moments, designs, materials, and silhouettes from the brand’s history, Y-3 reimagines its own identity for the future. Never one for passive sentimentality, 20 Years: Re- Coded sees Yohji channel his ever-rebellious spirit to once- again revolutionize tomorrow, as he explains: “with one eye on the past, I walk backwards into the future”. Chapter 1, referring to the concept of Transformative Nostalgia, sees Y-3 take on its own history of relaxed tailoring and adaptable design through the provocative distortion of adidas and Yohji Yamamoto’s iconic visual codes.
Y-3 Campaign Starring Zinedine Zidane
Shot by Gabriel Moses, the emotive character study is realized through a set of stills and a short film – both of which draw on Zidane’s inimitable gravitas in order to reinterpret Yohji Yamamoto's signature penchant for precision and poise.
Speaking on capturing Zidane’s undeniable essence, the campaign’s creative director, Jamie Reid, explains: “the Zidane campaign represents an intervention – a moment of reflection to look back on figures with an iconic relationship to Yohji Yamamoto and Y-3. The pairing of one of football’s all-time greats with Gabriel Moses, an incredible artist of a new generation, offers a fresh interpretation of the brand’s past, present, and future”.
Y-3’s latest campaign is at once an evocative exploration of sporting control, and a celebration of the brand’s iconic history.