Y-3

Aug 2024

For its Fall 2024 ad campaign, Y-3 leans into a stark, architectural dialogue between the human form and the relentless grid of New York City. Creative director Yohji Yamamoto continues to bridge the gap between high-fashion silhouette and performance-led utility, enlisting photographer Max Vadukul to document this fusion through a lens of uncompromising monochromatic intensity. Captured against the city's industrial anatomy—where weathered steel bridges and gridded glass facades serve as both stage and foil—the campaign features models A$AP Nast and Gabbriette navigating the urban sprawl. By employing low-key chiaroscuro lighting and a high-contrast black-and-white treatment, Vadukul emphasizes the intricate textures of mesh, nylon, and skin alike. The editorial imagery masterfully balances a cinematic sense of scale with an intimate, portrait-driven focus on the movement of the collection. Through a blend of live-action technique and structured editorial minimalism, the project reinforces the label's signature three-stripe motif not merely as a logo, but as a linear element that harmonizes with the city's vertical lines. The resulting aesthetic reads as a celebration of the metropole, where the athleticism of the garments is elevated by a sophisticated, gritty, and deeply atmospheric perspective that feels simultaneously archival and cutting-edge, cementing Y-3's enduring status within the luxury fashion landscape through a series of striking, texture-rich visual narratives.

Editorial, Cinematic

Natural light, Low-key / chiaroscuro

Luxury Fashion Houses, Fashion