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SS24 In Focus: Y-3
SS24 In Focus: Y-3
IN FOCUS

CONTRA-NATURAL 

Y-3 LEADS US INTO NEW REALMS WHERE THE INTERPLAY OF ORGANIC AND SYNTHETIC ELEMENTS MAKES WAY FOR SURPRISING BEAUTY. 

Fuelled by the innovations of adidas and curated through the artistic lens of Yohji Yamamoto, Y-3 brings us a vision driven by both the sports icon and the renowned designer. Established in 2002, Y-3 pioneered the concept of fashion sportswear—one that it continues to redefine—constantly pushing boundaries within the category. adidas’ distinctive aesthetic seamlessly blends technical precision and high-performance fabrics with Yamamoto's renowned elegance and meticulous tailoring. The outcome? A modern uniform of urban settings, designed in Japanese and German ateliers and tailored for a global audience. 

SS24 In Focus: Y-3
SS24 In Focus: Y-3
SS24 In Focus: Y-3

Y-3's Spring/Summer 2024 collection delves into the theme of Contra-Natural, exploring a realm where the interplay between organic and synthetic elements makes way for striking beauty. Rooted in the essence of visceral juxtaposition, this collection pays homage to the inherent tension central to the Y-3 brand: the fusion of adidas’ legacy of sporting innovation coming together with Yohji Yamamoto’s elegant, avant garde, aesthetic philosophy. 

SS24 In Focus: y-3
SS24 In Focus: Y-3

From conception to realisation, the ideological collision of the natural and the artificial manifests in a bold colour palette across the entire collection. While the brand's iconic tones of Y-3 Black, Solid Grey, and White remain prominent, this season sees the addition of Clay Brown, Mesa, Shadow Red and Mint. Remaining faithful to the thematic core of the collection, these new shades draw inspiration from the natural process of oxidation, where nature's influence transforms metal, evolving from rusty burgundy to vibrant acidic mint. 

SS24 In Focus: Y-3
SS24 In Focus: Y-3

Y-3 Spring/Summer 2024 breaks away from the conventional, presenting a bold vision of uncompromising sporting elegance that defies expectation. LN-CC's in-house creative team explores the juxtaposition between nature and technology, installing two large screens in a black-out studio to project ethereal landscapes. Illuminated solely by the light of these projections, models are captured both in front of and behind the screens, accentuating Y-3's iconic logo and three stripes. This experimentation ties into the collection's themes of how surfaces and objects react when moving over one another. The result of this and the patterns created on the skin feel reminiscent of topographic maps of mountain landscapes, tying into the abstract mountain landscapes being projected, and ultimately creating a captivating fusion of nature-inspired artistry and technological innovation. 

SS24 In Focus: Y-3
SS24 In Focus: Y-3
SS24 In Focus: Y-3
Credits: 
Photography: Joseph Kadow, @josephkadow
Photography Assistant: Benedict Moore, @benedict_moore
Hair and Make Up: Iga Wasylczuk, @igavaseline
Talent: Saul at IMG, @saulmensahand Eunju at MILK Model Management, @pezue
Styling Assistant: Kate French @katefrench__, @katefrench__  
Words: Chloe Marlow, @chloesmarlow

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