This A/W15 season Y-3 takes flight, back to the days of the original
pioneer, the forerunners of modern aviation. Back to the men and women
who dared to go further, higher, and faster than ever before, and to the
time where human achievement pushed the boundaries for all. This A/W15
campaign takes the nostalgia of the golden age of flight into the modern
world of the bold 3 stripes and Yohji Yamamoto’s high-tech designs.
Shot
by Harley Weir and directed by Lloyd&Co, the campaign images evoke a
heroic and ethereal nature through distorted senses of height and
perspective, creating an extreme sense of vertigo. The aviators display
bold and graphic shapes iconic to the Y-3 brand, cast against a clear
blue sky, as the wind picks up and creates flight and movement in an
otherwise sharp and tailored sense of military-inspired apparel.
The
A/W15 film plays out this sense of vertigo even further, not knowing
which way is up or down, the aviators appear to be in constant flight.
Historic notions of code breaking and aviation radar chatter reverberate
throughout, messages from mission control guiding the flight.
The
campaign showcases the high-tech, military-inspired apparel in an
ethereal world of aerial imagery and blue skies, translated into print,
digital, a mood video, in-store displays and supplementary materials.
