Continuing the 10th anniversary celebrations, Adidas hybrid Y-3 is unveiling its AW13 collection, dubbed “future thrift.”
If you’ve been wanting to look more stylish when hitting the gym or you fancy adding a sporty piece to your everyday attire this winter then look no more; the Y-3 AW13 campaign has arrived. From its recent Covent Garden store opening, the adidas hybrid continues the 10 years of futuristic sport with the “future thrift” collection, which is about imagining “how coming generations might mix elements of technology and tradition.”
Designed by the iconic Yohji Yamamoto, who describes it as “walking backward into the future”, the Y-3 collection echoes this future looking back at its past vision; Yamamoto’s avant-garde layered tailoring in conventional woven fabrics combines with athletic elements and futuristic synthetic materials. Graphic prints and pops of vibrant orange and green contrast against a dark colour palette of black, khaki and grey, with the signature three stripes peeping through in subtle appearances.
Shot in a creepy abandoned warehouse on Manhattan’s Lower East Side by Robbie Fimmano, dark, negative spaces allow the vivid elements of the collection to take prominence against the unadorned backdrop. The accompanying campaign video is a rather sinister affair with industrial imagery and mechanical dentist drill-like sound effects, and a digital clock reminding us time’s a ticking.
The original aim of Y-3 was to “elevate sportswear into something elegant and chic.” The AW13 collection does that, building a connection between the practical elements of sportswear and the sophistication and desirability of fashion pieces — basically,ridding the WAG in favour of the fashion diva. Check out the video below.
Words: Kayleigh Rawlings (follow Kayleigh on Twitter @kayleighar)