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Y-3 Spring/Summer 2024:Chapter 1

by Maja Bebber

Illuminating the launch of Spring/Summer 2024 Chapter 1 is an evocative campaign.

Y-3 is a brand that takes sport-style to a new level – and to the streets. The inspiration by iconic brand Adidas quickly becomes apparent and it’s individually expressed in the style of Yohji Yamamoto. Y-3 creates apparel, footwear and accessories. Founded in 2002, Y-3 established fashion sportswear and redefines it constantly.

For the first seasonal chapter, Y-3 focuses on apparel looks defined by daring cuts, sophisticated tailoring, and expressive silhouettes. The pieces are equally adorned with a digitally distorted floral graphic composed from scans of real flowers.

The brand’s signature colours are all present – Y-3 Black, Solid Gray, and White – as well as Clay Brown, Mesa, Shadow Red, and Mint. The quartet of new colors takes inspiration from the process of oxidation, with nature taking over metal, turning rusty burgundy into an acidic mint. Continuing the first seasonal chapter’s defiant thematic pulse, accessories include a selection of soft leather tote bags, wallets, and card holders which feature the same floral graphic.

It captures strength and community through the eyes of London’s Bugeisha Club – an international collective of women and non-binary people with mixed Asian heritage who merge unbridled creative energy with athletic prowess.

Shot by Erika Kamano, with moving imagery directed by Francis Plummer and styling from Robbie Spencer, the seasonal narrative tells a story of composure, poise, and restraint through the synergy of body, mind, spirit and community. Spotlighting the tension between fluid movement and rigorous discipline, the coming together of highly creative and determined individuals features four of Bugeisha Club’s leading figures – Mana Kimura–Anderson, Becky Tun Pe, April Gunawardena, Lara Swift – adorned in the Y-3 Spring/Summer 2024 Chapter 1 collection. A distinctive vision of uncompromising sporting elegance, welcome to the first chapter of Contra-Natural.

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