Home to Y-3’s runway presentations for five seasons in the early 2010s, for Fall/Winter 2024, the label returns to the thriving cultural metropolis of New York City alongside pioneering trailblazers A$AP Nast and Gabbriette. Entitled “A Love Letter to New York” and shot by legendary photographer Max Vadukul, the campaign offers the city streets as its backdrop, balancing uniformity, scale, and movement while defining a moment in time for Y-3.
Anchored in the past yet walking firmly into the future, in 1984, Vadukul traveled to New York to shoot Yohji Yamamoto’s Fall/Winter collection. Some 40 years later, the photographer returns with Y-3 to the city that never sleeps to reaffirm the label’s enduring cultural legacy.
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“Shooting for Y-3 in New York felt like returning home. The city’s architectural grandeur and diverse people continue to inspire my black-and-white photography. The essence of my photography lies in this interplay, making each visit to New York an inspiring and creatively fulfilling experience” explained Vadukul.
Offering a bold view into the label’s latest collection, the campaign hinges on spontaneity and movement. Having been captured on the go over the course of one day, the city’s constant motion and inherent dualities bring an inherent dynamism as scenes shot a few blocks from A$AP Nast’s childhood home in Harlem are juxtaposed against Gabbriette navigating through the heart of New York’s Financial District.
Accompanying the stills are two campaign films offering a deeper look into both the mind’s of A$AP Nast and Gabbriette. “I wanna live everyday like it’s my last. And I wanna fall in love with what I wear” muses Gabriette. “I don’t really believe in fashion mistakes. You make a choice, own it, it’s yours” exclaims A$AP Nast, as if in retort – both using the dynamic films to riff on life, creativity, fashion, and music. With A$AP Nast and Gabbriette casting striking figures against the New York City skyline wearing Y-3, the campaign serves to bring to life the thematic impetus of the seasonal collection.
An evolution of the Contra-Natural narrative established in Spring/Summer 2024, Y-3 seeks further inspiration in the medial intersection between the organic and the synthetic, this time shifting to the concept of Hyper-Natural. A story of contemporary elegance on a collision course with metropolitan grit, Y-3’s Fall/Winter 2024 campaign launches on August 1st. Stay up to date on the latest in fashion, arts, beauty, and lifestyle by following FAB L’Style Magazine.
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