Y-3

Jul 2023

The Y-3 Fall 2023 ad campaign serves as a masterclass in atmospheric streetwear, deftly merging industrial grit with the avant-garde precision synonymous with creative director Yohji Yamamoto. Shot by photographer Lengua, the campaign maneuvers between expansive, structural outdoor settings and intimate, mood-driven portraits to frame the collection within a contemporary architectural narrative. The imagery leans into a cinematic aesthetic, utilizing dramatic natural light and low-key or chiaroscuro techniques to heighten the interplay between the subjects and their environments, from abandoned glass greenhouses to weathered geodesic domes. By featuring a diverse ensemble of models including Tricky, La Timpa, Dimitra, Soraya, Mobilegirl, Why Be, and Bill Kouligas, the campaign emphasizes a kinetic, monochromatic silhouette that remains central to the brand identity. The project utilizes editorial minimalism to highlight the collection's technical athletic gear, focusing on graphic lines and sharp, high-contrast compositions that feel both raw and refined. Whether capturing models against muted, textured concrete or amidst the blurred, organic softness of flowering trees, the series maintains a cohesive visual tension. This exploration of form and shadow confirms the brand's position at the intersection of high-fashion editorial and functional sportswear, resulting in a campaign that feels as rooted in its environment as it is elevated above it.

Editorial, Editorial

Natural light, Natural light, Natural light

Streetwear, Fashion, Fashion