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You are here: Home / Fashion / Campaigns / Y-3 Unveils Chapter 3 Campaign for Fall
Fall/Winter 2022

Y-3 Unveils Chapter 3 Campaign for Fall

Published on July 13, 2022
Wang Xiangguo Model Y-3 Campaign Men Fall 2022
Wang Xiangguo wears an all-black look for Y-3’s fall 2022 campaign. Photo Credit: Thue Nørgaard / Y-3

Adidas and Yohji Yamamoto continue the celebration of Y-3’s 20th anniversary, “20 Years: Re-Coded,” with the fashion label’s latest offering. Y-3 presents “Chapter 3: Memories of Orange,” an homage to one of the brand’s most identifiable colors—orange—as the brand dives into the past to envisage a new bold future.

Related: Y-3 & REAL MADRID REUNITE FOR COLLECTION

Y-3’s “Memories of Orange” addresses shared memory. Orange has been Y-3’s logo’s most prominent color. For Chapter 3 of fall-winter 2022, the brand contrasts the brightness of the pantone with black and neutral shades while making football references.

Bedzo Seth Model Y-3 Campaign Fall 2022 Men
Bedzo Seth dons a vibrant orange look for Y-3’s fall 2022 campaign. Photo Credit: Thue Nørgaard / Y-3

Y-3 Fall 2022 Campaign

Seasonal products feature contrasting branding, dramatic blocking, and vibrant orange color palettes. The collection comprises redesigned football crest designs and revised team sponsor graphics. The Y-3 HOKORI III, Y-3 ULTRABOOST 22, and a stunning orange colorway of the renowned Y-3 QASA take center stage, as well as the brand’s creative twist on an adidas classic: the Y-3 GAZELLE.

Related: ZINEDINE ZIDANE STARS IN Y-3 CAMPAIGN AS ADIDAS & YAMAMOTO CELEBRATE 20 YEARS

Y-3’s fall-winter 2022 Chapter 3 campaign was shot by Thue Nørgaard, with creative direction by Jamie Reid and styling by Robbie Spencer. The advertisement continues the visual language of Chapters 1 and 2, emphasizing control, resolution, and assertiveness. 

Y-3 Campaign Men Fall 2022 Wang Xiangguo Model
A sporty vision, Wang Xiangguo fronts Y-3’s fall 2022 campaign. Photo Credit: Thue Nørgaard / Y-3

Models Wang Xiangguo and Bedzo Seth recode sporting action as creative expression through dynamic choreography. Warm illumination is depicted with a digital backdrop of two tones of orange and a nostalgic pastel blue, which recalls the dawn. The effect is a flood of brightness that is a homage to Y-3’s original color.

Filed Under: Campaigns

  • Designer : Yohji Yamamoto
  • Fashion Label : Y-3
  • Fashion Editor : Robbie Spencer
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