Y-3 SPRING 2018 AD CAMPAIGN

Y-3 taps into our inner hero for its Spring 2018 campaign, directed by PL Studio.

Y-3 has launched the first drop of its Spring 2018 collection, including the neoprene and leather slip-on Suberou and the mid-cut stretch canvas Bashyo.

The new collection and sneaker styles further define the relationship between high fashion and activewear that was proposed by Adidas and Yohji Yamamoto fifteen years ago. Athletes “spring into action” much like comic book superheroes, and Y-3 takes a more artistic approach to the idea with this season’s campaign.

Directed by PL Studio, the campaign highlights function, movement, and slant lines and shapes. Each outfit, which is styled by Mauricio Nardi, is dynamic, flowing and draping with ease, moving with the wearer and not being constricting.

The Spring 2018 campaign feels heroic due to the models’ twisting and leaning poses and a ballet-esque stance. The collection’s coach jackets, bomber jackets and parkas expand like capes, and each low shot by Alessio Bolzoni makes the models look much larger and almost like they’re elevating off of the pavement.