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For over twenty years, adidas and Yohji Yamamoto have superior a definite imaginative and prescient of elevated sportswear. Now, as they introduce the primary chapter of Y-3’s Spring/Summer time 2024 assortment, the Three Stripes and the avant-garde designer flip their lens to the idea of Contra-Pure – a world by which the duality between the natural and the artificial produces surprising magnificence.
For the primary seasonal chapter, Y-3 proposes a progressive suite of attire seems outlined by daring cuts, refined tailoring, and expressive silhouettes all highlighted by items adorned with a digitally distorted floral graphic composed from scans of actual flowers, in addition to workwear impressed elevated staples. The model’s signature pantones are all current – Y-3 Black, Strong Grey, and White – complimented with Clay Brown, Mesa, Shadow Pink, and Mint. An expression of the stress on the coronary heart of the seasonal idea, the quartet of latest colours takes inspiration from the method of oxidation, with nature taking on steel, turning rusty burgundy into an acidic mint. Persevering with the primary seasonal chapter’s defiant thematic pulse, equipment embody a number of smooth leather-based tote baggage, wallets, and card holders which characteristic the identical distorted floral graphic.
Y-3’s Spring/Summer time 2024 assortment
From attire to footwear, Chapter 1 focuses on increasing the model’s array of adidas Originals icons, subverted by means of the lens of Yohji Yamamoto. New silhouettes embody the Y-3 STAN SMITH and the Y-3 COUNTRY – made up in collapsable premium leather-based with piped particulars – and the Y-3 GSG9 LOW. In the meantime the return of the model’s most progressive silhouette to this point – the Y-3 GENDO – is accompanied by the Y-3 KYASU in each high and low prime executions, in addition to the introduction of the Y-3 KYASU SLIP-ON which takes the silhouette’s minimal brick-like outsole and provides a stitched on primeknit higher.
Illuminating the launch of Spring/Summer time 2024 Chapter 1 is an evocative marketing campaign that dynamically captures power and neighborhood by means of the eyes of London’s Bugeisha Membership – a world collective of ladies and non-binary individuals with combined Asian heritage who daringly merge unbridled artistic power with athletic prowess. Shot by Erika Kamano, with shifting imagery directed by Francis Plummer and styling from Robbie Spencer, the seasonal narrative evokes a narrative of composure, poise, and restraint by means of the synergy of physique, thoughts, spirit, and neighborhood. Spotlighting the stress between fluid motion and rigorous self-discipline, the approaching collectively of extremely artistic and decided people options 4 of Bugeisha Membership’s main figures – Mana Kimura–Anderson, Becky Tun Pe, April Gunawardena, Lara Swift – adorned within the Y-3 Spring/Summer time 2024 Chapter 1 assortment.
A particular imaginative and prescient of uncompromising sporting magnificence, welcome to the primary chapter of Contra-Pure.
Marketing campaign Credit
Expertise
Bugeisha Membership @bugeishaclub
Mana Kimura–Anderson @thenunchuckprincess
Becky Tun Pe @tekkybecky
April Gunawardena @aprilllg
Lara Swift @laraswift
Jason Tang @zazonn
Will C @will.clrk
Group
Photographer Erika Kamano @erikakamano
Director Francis Plummer @fransnumber1
Stylist Robbie Spencer @robbiespencer
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