NEW YORK, Feb 1, 2011 / FW/ — Right after its successful 10-year anniversary celebration in Paris and before it unveils its Fall 2011 collection in New York, Y-3 launches its Spring / Summer 2011 campaign.
Inspired by Yohji Yamamoto’s love for rock & roll and the striking, dark energy that is behind it, the short film / TV spot recreates the omnipresent tension created by being backstage at a rock concert or emerging out of the tunnel to a stadium or stage.
“I’m a rocker at heart,” Yohji Yamamoto said.
The campaign follows and evolves from last season’s concept and features black and white imagery with contrasts of lightness and darkness to create a dramatic and poetic story. It brings the energy of the pre/post performance while maintaining the self-assurance of a high-end fashion brand.
The product details are captured and portrayed through the moodiness of the imagery, highlighting the strong connection between rock and roll & fashion.
The video format for Spring/Summer 2011 allows for a seamless translation across different media; the set design is defined by the use of the individual within a confined space.
The energetic and fearless movement through the tunnel, coupled with the hard, emulating rock sound, build excitement and tension, which play off the iconic Y-3 logo.
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 as well as an updated brand website design, all released globally February 2011.