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.
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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.
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.
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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.
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.