The campaign presents a direct fashion correlation married with an abstract representation of the team and once again features Zinedine Zidane along a group of models. Black and white photography coupled with contrasts of lightness and darkness creates a dramatic and poetic story. The concept allows for the opportunity to showcase movement and product, exhibiting the fusion of a sport inspired, high-end fashion brand.
The result is an over arching communication campaign that translates into still images, inserted into the most relevant international print media; a short mood film, released in three instalments globally; as well as an updated brand website design.
Y-3’s communication campaign reveals a mood rather than a focus on actual garments. With snippets of cityscapes recorded in black and white of cropped or blown-up images, the campaign fuels both a sense of entrapment and desire while asking to think on a visual level. For the coming season Y-3 departs from the FIFA 2010 World Cup of Spring/Summer 2010, and arrives with a collection that is slightly dark and brooding. It taps into the urban desire of breaking out of the mold, the confinements of everyday life, and ventures into the unknown.
"Recently the trend has been for tighter and shorter and sexier clothes, I wanted to wrap the body again, and not show too much." Yohji Yamamoto 2010
Creative Direction: Lloyd & Co.
Still Photography: Alasdair McLellan
Cinematography: Theo Stanley / New Mountain
Editing: Frederic Taxi
Styling: Nicola Formichetti
Music: David Salom
Hair & Make-Up: Didier Malige & Gucci Westman
Location: Pier 54, Hudson River Park – New York City
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