Chapter 2 Spring 2023 Ad Campaign

Y-3 Spring 2023 Chapter 2 Ad Campaign by Director Emily Okuda-Overhoff with Photographer Shoichi Aoki

As adidas and Yohji Yamamoto usher in a new era of their industry-defining partnership, Y-3 returns to present its latest seasonal offering. Defiantly projecting a distinct vision of tomorrow, for Spring 2023 Chapter 2 the brand continues its lineage of renegade dynamism, boldly exploring the concept of “Technical Effortlessness”. Recontextualizing its own signature archetypes, Y-3 subversively reimagines an array of garments, footwear, and accessories with highly functional details and silhouettes.

Inspired by the Japanese designer’s own legacy of utilitarian workwear garments, Chapter 2 sees Y-3 revisit two core tenets of the brand’s quintessential arsenal: outdoors ready design and functional detailing. Yohji’s avant-garde sensibility takes on new meaning as technical effortlessness manifests in an apparel and accessories selection which is fervently brought to life through adaptable details – including fabric chords, snap buttons, straps, and asymmetric cuts.

Accompanying the launch of Spring/Summer 2023 Chapter 2 is a campaign that builds on the narrative established in Chapter 1, continuing the journey through Japan and celebrating Y-3’s origins. This time the hero visuals have been created in collaboration with Takashi Homma, taking inspiration from the famed artist’s ‘New Waves’ body of work. A fitting ode to past and future, the coastal location brings Y-3’s homeland to life for a serene and reflective meditation between land, sea, and sky.

Alongside the evocative stills, director Emily Okuda-Overhoff frames the campaign through beach scapes and greenery. Meanwhile the cult photographer Shoichi Aoki leaves his natural habitat of Harajuku and follows Y-3’s journey to the coast, capturing the Chapter 2 lookbook in his inimitable style.

Director | Emily Okuda-Overhoff
Creative Director | Jamie Reid
Photographer | Shoichi Aoki
Stylist | Robbie Spencer
Location | Harajuku