For Autumn/Winter 2010-11, Y-3’s communication campaign is deeply rooted in the emotional context of a fashion photograph that is classical yet modern.

The campaign presents a direct fashion correlation married with an abstract representation of the team and once again features Zinedine Zidane along a group of models. Black and white photography coupled with contrasts of lightness and darkness creates a dramatic and poetic story. The concept allows for the opportunity to showcase movement and product, exhibiting the fusion of a sport inspired, high-end fashion brand.

The result is an over arching communication campaign that translates into still images, inserted into the most relevant international print media; a short mood film, released in three instalments globally; as well as an updated brand website design.

Y-3’s communication campaign reveals a mood rather than a focus on actual garments. With snippets of cityscapes recorded in black and white of cropped or blown-up images, the campaign fuels both a sense of entrapment and desire while asking to think on a visual level. For the coming season Y-3 departs from the FIFA 2010 World Cup of Spring/Summer 2010, and arrives with a collection that is slightly dark and brooding. It taps into the urban desire of breaking out of the mold, the confinements of everyday life, and ventures into the unknown.

“Recently the trend has been for tighter and shorter and sexier clothes, I wanted to wrap the body again, and not show too much.” Yohji Yamamoto 2010

Creative Direction: Lloyd & Co.
Still Photography: Alasdair McLellan
Cinematography: Theo Stanley / New Mountain
Editing: Frederic Taxi
Styling: Nicola Formichetti
Music: David Salom
Hair & Make-Up: Didier Malige & Gucci Westman
Location: Pier 54, Hudson River Park – New York City

Please find below the official links for the Y-3 A/W 2010-11 Campaign Film:

http://www.youtube.com/watch?v=pD_aNHjr_gE

http://www.tudou.com/programs/view/4pBiXTrph3Y/\

www.Y-3.com

Herzogenaurach, June 2010 - adidas appoints designer Dirk Schönberger as Creative Director of the adidas Sport Style Division with immediate effect.

Dirk Schönberger does not only represent an excellent and focused design sensibility, he also has vast professional experience in the fashion industry on the highest level. Combined with adidas’ expertise in sport functionality, the Sport Style Division will be perfectly equipped for future accomplishments.

The reaction to consumer needs and market changes led to this decision with the idea to strengthen the expansion into the lifestyle and fashion arena. However adidas still is a sports brand – sport is the root to everything, it is adidas’ heritage.

‘By appointing Mr. Schönberger, adidas will guarantee the successful development of the Sport Style Division as well as bring it to the next level. Blending creativity and craftsmanship with a strong business strategy is what will make this a winning combination in the years to come.’ Hermann Deininger – Chief Marketing Officer adidas Sport Style Division

In his function, Dirk Schönberger will define a coherent visual language as well as ensure innovative, inspirational design for all of the Sport Style collections.

‘adidas has been a part of all my life, growing up in Germany it has been super influential. Of course it always remained and still is one of my favourite brands. I am thrilled to be part of the family and am looking forward to the challenges that lie ahead of me.’ Dirk Schönberger

The adidas organization is matched to the needs of sports-oriented consumers. The two-divisional set-up of Sport Performance and Sport Style helps adidas develop and offer products that best meet the needs of today’s clients.

Within Sport Performance, clear focus lies on Football, Running, Basketball and other global performance categories.

The Sport Style Division is leading in its segment and as such specifically targets the lifestyle and fashion consumer on different levels with Y-3, Originals, adidas SLVR, Porsche Design Sport and Neo.

‘Within the adidas Group, the Sport Style Division has become a significant asset in making certain that we cover the global markets of performance and style. Bringing Mr. Schönberger on board of the Sport Style Division highlights our desire to be at the top of the lifestyle fashion market as well as supports the overall aim of adidas to be the leading sports brand in the world. I truly believe he is the right person to help us reach this goal.’ Erich Stamminger, Member of the Executive Board adidas Group, Global Brands

Y-3 Autumn/Winter 2010-11 Men’s & Women’s Collection Press Day was held at NC.STYLE’s Showroom, Fangjia Hutong No, 46, Yonghegong Street, Beijing on May 18,19,20, 2010. More than 30 media attended this event and appreciated Y-3 AW2010-11 collection with strong artistic and color sense. They are deeply attracted by these great works jointly created by Yohji Yamamoto and ADIDAS?

Y-3 has always melded technology with tradition, and never has that been more apparent. For Autumn, the label known for sport elegance took inspiration from bespoke English tailoring, reinterpreting classic shapes in futuristic materials, or alternately, classic materials in futuristic shapes. The result was a kinetic and thoroughly modern take on sportswear.

In this season, Yohji Yamamoto injected Y-3 with as much humor as style, presenting an ode to masked superheroes like Zorro and the Scarlet Pimpernel. The collection also found inspiration in traditional military garb and deconstructed it in modern ways.

The voluminous, layered sportswear in vibrant colorways, the tighter, shorter and sexier clothes: Classic A-1 flight jackets unravelled into long sweeping capes, cashmere tracksuits combined utility with luxury, sweater jackets explored modularity with removeable shawls and scarves, and oversized jumpsuits emphasized the free-spirited mood. Wool sweaters and cardigans embroidered with kitten patches and slogans; the footwear with sporty mesh heels, metallic silver wedges (multicolored winklepickers for women and fluorescent neon basketball shoes for men.)…

The Y-3 AW2010-11 show was one of the highlights of NY Fashion Week and NC.STYLE will continue to spare no effort to ensure the success of this fabulous new line in the coming winter.

In addition to this NC.STYLE will continue to bring you more information about what we are doing with top brands in the international fashion landscape.

For more information, please check out:
www.ncstyle.com.cn

May 2010

 Y-3 opens its first temporary store in Cannes in partnership with blanch&. The new blanch& Contemporary Space is a multifunctional structure located on Boulevard de la Croisette in front of the port and sporting club in the centre of the glamorous French resort town. An innovative project which allows luxury brands to occupy the building from one to three months, Y-3 is the first fashion label to collaborate with blanch& Contemporary Space.

 The retail space will present Y-3’s Spring/Summer 2010 men’s and women’s collection including iconic footwear, the sought-after travel and accessories range as well as signature apparel pieces from April 28^th to June 29^th, 2010.

 In October 2002, Y-3 launched its first Spring/Summer 2003 collection in Paris. ‘In Japan, you can see the triple stripe everywhere, on trains and on the streets…I asked myself, how can I continue my creative life without this? So, I asked my assistant to call adidas.’ Yohji Yamamoto, Creative Director Y-3

 Three years later, Y-3 made its New York Fashion Week debut. Y-3’s ongoing success is due to the perfect blend of adidas’ expertise in sport functionality and Yohji Yamamoto’s signature sense of style. The current Spring/Summer 2010 collection displays bold simplicity and confidence, ensuring that Y-3 will continue to define the future in sportswear.

 We live in a sport and body conscious age and it will continue to develop in this direction. The high-end fashion athletic business has not reached its peak yet. More such collaborations could be possible but Y-3 has an advantageous position, it has created a niche, being the originator of this market segment.’ Hermann Deininger, Chief Marketing Officer adidas Sport Style Division

 The Y-3 pop-up store in Cannes has been designed to follow the global retail concept which is characterized by a minimalist black and white style. The 200sqm one-level inner space is completed by a 100sqm private garden both have been customized to reflect the chic aesthetic and distinctive atmosphere associated with the French Riviera.

 Although only a temporary space, this will be Y-3’s second stand-alone store in France. The first one opened in Paris on Rue Etienne-Marcel in August of 2007. Y-3 is also available in Paris at the adidas Brand Centre on Avenue des Champs-Elysées.

 Y-3 at blanch& Contemporary Space

94 Boulevard de la Croisette

06400 Cannes – France

www.Y-3.com

May 3^rd, 2010

 Y-3 has unveiled the latest update to its website, celebrating the upcoming 2010 FIFA World Cup™. Reflected in the site’s design is this season’s inspiration: a global tour of modern sport style rendered in the label’s signature of elegant athleticism.

 The website provides in-depth insight on the Spring/Summer 2010 collection, features a film with Zinedine Zidane as well as an exclusive interview with creative director, Yohji Yamamoto. The site also gives a first glimpse of the Autumn/Winter 2010-11 collection, showcasing the men’s & women’s runway show which took place in New York on February 14^th.

 In line with Y-3’s future-facing identity and the brand’s attention to detail, the new website provides users with an elegant and immersive browsing experience.

 This includes an engaging 360° “look” navigation tool on the homepage, a real-time 3D experience combining 3 independent layers of video; innovative use of 360°, atmospheric lighting which changes based upon what’s displayed on the video behind the models, and the use throughout the site, of high resolution videos to display complete looks. Additionally, all product images have been made available for download and deep links have been incorporated to the smallest level of details allowing for easy sharing of a zoomed-in product view.

 The Y-3 website has being developed by Sid Lee Amsterdam in collaboration with adidas.

www.Y-3.com

The Y-3 Spring/Summer 2010 collection celebrates the upcoming FIFA 2010 World Cup, taking a global tour of modern sporting style, rendered in the label’s signature look of elegant athleticism. The new season underscores Y-3’s continued exploration of sport performance and innovative style, themed to an abstract interpretation of World Cup dressing. The Hong Kong Y-3 S/S10 presentation will reveal around 25 key men’s and women’s looks, plus footwear.

The event will take place on Saturday March 20, from 9pm, at the HK Exhibition Centre in Wanchai. Special appearances include Andy Lau and Yohji Yamamoto amongst others. 

For its Spring/Summer 2010 communication campaign, Y-3 celebrates an icon of sports heritage: the team portrait. Featuring world soccer star, Zinedine Zidane, the campaign was shot on location in a stark urban setting and features models posing in a group shot, representing the eight countries with soccer federations sponsored by adidas. Zidane makes an exciting cameo appearance as their captain.

Y-3 has opened yet another store in HK this year, and will be throwing a not to miss event to celebrate the occasion and also showcase the 2010 Spring/Summer collection.  Special celebrity guests Andy Lau, Du Juan and mastermind Yohji Yamamoto himself will be in attendance at the opening at K11 Art Mall Saturday, March 20 from 8pm.

The new Y-3 K11 Art Mall store offers a comfortable one-stop shopping experience with chic and simple interiors. The contrasting black-and-white entrance colours highlight the signature Y-3 brand logo while the combination of mirrored displays and glass creates a gorgeous and intimate atmosphere. The overall decoration is ultimately chic, which is in perfect alignment with the image of Y-3: Simply unexpected and the future in sportswear.  

Y-3 Spring/Summer 2010 Men’s & Women’s Collection Press Days was held at NC.STYLE’s Showroom, Fangjia Hutong No, 46, Yonghegong Street, Beijing on December 3^rd and 4^th, 2009. More than 40 media attended this event and appreciated Y-3 SS2010 collection with strong artistic and color sense. They are deeply attracted by these great works that are jointly created by Yohji Yamamoto and adidas again. 

Inspired by the upcoming FIFA World Cup, Yohji Yamamoto and adidas explored an intellectual approach to the beautiful game of soccer. This collection underscored an abstract idea of World Cup dressing.

In this season, many materials and fabrics have been upgraded for a more elegant collection of timeless sports fashion. Besides Y-3 signature Black, Running White and Y-3 Sliver, an exclusive Y-3 print offered for SS2010 containing many vibrantly colored flowers including Water Lily, Daffodil, crocus and carnation. Soccer shorts that were cut long and extra wide, oversized plaid shirts that skimmed the knees, and laser-cut jersey tube dresses that emphasized an idea of light, transparency, and movement, the see-through cropped jackets in embroidered cotton eyelet, voluminous and asymmetric ruffled skirts and Japanese-style platform sandals that wrapped around the ankles are the highlights of this season. 

Y-3 SS2010 Men’s & Women’s Collection Press Release is one of the highlights of New York Fashion Week. NC.STYLE will carry forward this spirit of combing sport and fashion and make Y-3 to become a beautiful legend in China’s fashion circle.

At the same time, NC.STYLE will continuously convey the professional operation idea about fashion brand to you in the coming days. 

Y-3 Spring/Summer 2010 Men’s & Women’s Collection Press Days was held at NC.STYLE’s Showroom, Fangjia Hutong No, 46, Yonghegong Street, Beijing on December 3^rd and 4^th, 2009. More than 40 media attended this event and appreciated Y-3 SS2010 collection with strong artistic and color sense. They are deeply attracted by these great works that are jointly created by Yohji Yamamoto and adidas again.

Inspired by the upcoming FIFA World Cup, Yohji Yamamoto and adidas explored an intellectual approach to the beautiful game of soccer. This collection underscored an abstract idea of World Cup dressing.

In this season, many materials and fabrics have been upgraded for a more elegant collection of timeless sports fashion. Besides Y-3 signature Black, Running White and Y-3 Sliver, an exclusive Y-3 print offered for SS2010 containing many vibrantly colored flowers including Water Lily, Daffodil, crocus and carnation. Soccer shorts that were cut long and extra wide, oversized plaid shirts that skimmed the knees, and laser-cut jersey tube dresses that emphasized an idea of light, transparency, and movement, the see-through cropped jackets in embroidered cotton eyelet, voluminous and asymmetric ruffled skirts and Japanese-style platform sandals that wrapped around the ankles are the highlights of this season.

Y-3 SS2010 Men’s & Women’s Collection Press Release is one of the highlights of New York Fashion Week. NC.STYLE will carry forward this spirit of combing sport and fashion and make Y-3 to become a beautiful legend in China’s fashion circle.

At the same time, NC.STYLE will continuously convey the professional operation idea about fashion brand to you in the coming days.

In celebration of the upcoming FIFA World Cup, the Y-3 Spring/Summer 2010 collection took a global tour of modern sport style, rendered in the label’s signature of elegant athleticism. Shown on Sunday, September 13th as part of New York fashion week, the collection underscored an abstract idea of World Cup dressing.

Y-3 is where fashion and sport collide, a fact that was emphasized by the front-row presence of professional footballer Zinedine Zidane. A sport icon and contemporary legend in his own right, Zidane watched as models strode down the catwalk to a soundtrack of American rock classics, Michael Jackson, and symphonic national anthems. Others in attendance included Rufus Wainwright, Lupe Fiasco, Russell Simmons, Devon Aoki, Casey Spooner, Leigh Lezark, and Geordon Nicol.

The collection, shown for the first time in the Uptown Park Avenue Armory Building, was highlighted with a bold lighting concept and industrial stadium installation that enhanced the tension of sport and fashion.

This season, Yohji Yamamoto and adidas explored an intellectual approach to the beautiful game of soccer. The show included exaggerated silhouettes, loose-cut trousers, and abstract flag motifs in the colorways of eight soccer federations sponsored by adidas: South Africa, Germany, Japan, Mexico, Spain, Argentina, France, and Russia. Soccer shorts were cut long and extra wide, oversized plaid shirts skimmed the knees, and laser-cut jersey tube dresses emphasized an idea of light, transparency, and movement. The collection paired the wit and intellect of Mr. Yamamoto with the innovation of adidas.

The women’s collection pushed the concept of see-through with cropped jackets in embroidered cotton eyelet, worn with voluminous, asymmetric ruffled skirts and Japanese-style platform sandals that wrapped around the ankles. Similarly, the men’s collection included suit jackets inset with panels of laser-cut netting, showcasing an idea of tailoring with lightness.

Y-3 is first in footwear, and the show displayed a range of striking limited-edition trainers in the classic Field style, updated with an exaggerated removable tongue and bold, graphic colorways inspired by the flags of each country.

The show closed with a penalty kickoff by Mr. Yamamoto and Zidane as they shot two soccer balls into a massive net that descended from the ceiling.

“When the soccer players shoot and hit the goal, the net swings into a beautiful shape. This inspired a series of laser-cut T-shirts and dresses that captured the same movement.” 
– Yohji Yamamoto

An inspirational installation at Pier 40 was the backdrop for the Y-3 Autumn/Winter 2009-10 show, on Sunday, February 15^th during New York Fashion Week.  Approximately 1,000 guests experienced an artistic display of color, contrasted by Y-3’s signature collection, while seated in an arena-like setting for yet another confident display of the collaborative efforts of adidas and Yohji Yamamoto.

Kanye West, Lupe Fiasco, Rufus Wainwright, Milla Jovovich, Veronica Webb, Kim Kardashian and adidas’ own Reggie Bush and Ian Thorpe attended the commendable presentation which included a soundtrack of classic Carol King.

Set against a raw and industrial simplicity, the center of the show illuminated the inspiration for this season’s collection. The 5,000 square foot floor of the venue was transformed into a vibrant installation by artist MOMO. His use of paper and paint applications of colourful geometric shapes perfectly contradicted the mostly subdued, black and navy collection, while highlighting the hints of bright blue, bordeaux and hazard orange that were incorporated into the Y-3 range.

This season, Yohji Yamamoto and adidas explore a more masculine approach to the themes of movement and expression.  Inspired by uniform silhouettes, militarism and Japanese tailoring, this season’s aesthetic emphasizes precise proportions, fine details and the contrast of luxe winter fabrics with sport functional elements.  MOMO’s abstract artwork is also incorporated into the collection with considered prints on a selection of apparel pieces for both men and women. MOMO, a conceptual artist based in Brooklyn, NY has been recognized for his unique approach to collages glued and painted around his and other cities.

Masculinity was prominent throughout the women’s collection, featuring both extremely fitted and voluminous shapes, as well as tailored pieces such as a cropped double breasted pea coat and tuxedo jackets.  The Y-3 men’s range featured double breasted blazers and the pairing of unlikely functional materials such as polyester panels and tie-cords on a floor-length wool trench coat. Oversized pockets and subtle 3-stripes applications appear throughout the collection, highlighting Yohji Yamamoto’s own sensibility of sports elegance.

Military inspiration and sport silhouettes also came together in the footwear range, which included sequins and 3-stripes leather spur detailing, applied to military boot-like sneakers.

Y-3 also presented its new children’s collection, which is being offered for the first time in addition to the already existing kids’ and infants’ footwear range.  The looks proved that Y-3’s edge and signature aesthetic will prevail in its children’s collection, featuring shiny black nylon, oversized dresses, and interesting 3-stripes and logo placement on sport-casual looks.

“Kids have been on my mind for a while…I have never been able to experience this before. Y-3 always lets me play.” – Yohji Yamamoto

Y-3 09 S/S Press Day

September 9th 2008 – New York, NY- Y-3 is proud to announce the opening of its second store in New York, Y-3 Soho, which opened Sunday, September 7th. Celebrating the launch, an exclusive opening event was held on Tuesday, September 9th during New York Fashion Week.

Spring/Summer 2009 Men’s & Women’s Collection
NEW YORK, NY – Y-3 presented its Spring/Summer 2009 Men’s & Women’s collection on Sunday, September 7th during New York Fashion Week at a raw venue in Chelsea.

Y-3 and Lin Dan, World Champion of Badminton

The Beijing Olympic Games were a worldwide sensation. China’s performance impressed the world with an amazing Opening Ceremony, the beautiful Bird’s Nest and Water Cube, exciting competitions and the friendliness of Chinese people.

At the Olympics, the athletes are of course the stars of the show. Lin Dan, the smart and handsome badminton sensation, went on to win a gold metal for China. He has become the most popular badminton player in China. Off the court, he is frequently featured in magazine fashion shoots and spotted as various fashion parties. With features articles in such media as the New York Times, he is now becoming an international sensation.

As a fashionable sports star, Lin Dan matches the Y-3 image perfectly. He admires Y-3’s stylish blend of fashion and sport. Lin Dan was an invited guest of Nicole Chen, Y-3 China Image Director, at the Y-3 5th anniversary event on July 4, 2008. Wearing Y-3 black sport jacket and short pants, Lin Dan looked as natural on the fashion scene as he does on the badminton court.

On the evening of July 4th in Beijing, Y-3 celebrated both its 5th Anniversary and the opening of the new Y-3 Sanlitun Village store. The event was held at the Emperor Hotel near the East Gate of the Forbidden City. Senior executives from Adidas joined a host of famous Chinese celebrities for this special evening. In attendance were actresses Dong Xuan and Niu Mengmeng, actor Zhang Junning, singers Reborn, model Zhang Lei, sports stars Lin Dan and Xie Xiongfang, premier make-up artist Li Dongtian, designer Xander Zhou. Dong Xuan and Zhang Lei were seen modeling some of the latest Y-3 clothing.

NC.STYLE manages Y-3 public relations in China. The party featured a Y-3 fashion show, international DJs spinning music from above a water pool and Y-3 visuals projected on neighboring buildings.

Y-3 2008 NC.STYLE beijing showroom.

Famouse Japanese fashion designer Yohji Yamamoto will release his Fashion show the first time in the Forbidden City, Beijing China by 24th April.

2008 3 09

This Summer, More YOHJI

The New Y-3 S/S2008 collection offers more simple & stylish looks from Yohji Yamamoto. A cool breeze flows through the vivid blue tank top for man and the indigo blue dress skirt for women. And of course there will be a whole new series of elegant black pieces as well. This summer Y-3 is ready to SHIN!

The Y-3 Spring / Summer 2008 collection has JUST arrived at Beijing showroom of NC.STYLE.

All media are invited to visit and view the collection. Please call 010-87324145 for additional sample pictures or a look book.

This Summer, More YOHJI

The New Y-3 S/S2008 collection offers more simple & stylish looks from Yohji Yamamoto. A cool breeze flows through the vivid blue tank top for man and the indigo blue dress skirt for women. And of course there will be a whole new series of elegant black pieces as well. This summer Y-3 is ready to SHIN!

The Y-3 Spring / Summer 2008 collection has JUST arrived at Beijing showroom of NC.STYLE.

All media are invited to visit and view the collection. Please call 010-87324145 for additional sample pictures or a look book.

Y-3 2008 Summer and Spring release has already arrived Y-3 Beijing Showroom of NC.STYLE, now available for medias, please call 010-87324145 for details

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