Y-3 ad-campaign Fall 2024

Y-3

Fall 2024 Ad Campaign

Review of Y-3 Fall 2024 Ad Campaign by Photographer Max Vadukul with models A$AP Nast and Gabbriette

Y-3 channels the angular energy of New York City with its new Fall 2024 campaign. The campaign was shot by Max Vadukul, who – in addition to being one of the most iconic voices in black-and-white photography – has played a defining role in the image-making of Yohji Yamamoto.

This combination of location and photographer echo an important moment in Yohji Yamamoto’s history. In 1984, Vadukul traveled to New York to shoot the designer’s Fall collection. Now, 40 years later, the photographer returns with Y-3 to the city that never sleeps, furthering the brand’s cultural history with a collaborative and forward-thinking new chapter.

“Shooting for Y-3 in New York felt like returning home. The city’s architectural grandeur and diverse people continue to inspire my black-and-white photography. The essence of my photography lies in this interplay, making each visit to New York an inspiring and creatively fulfilling experience” Vadukul reflected.

The photographs convey an immense sense of space through the dramatic black-and-white lensing of monumental architecture and intersecting urban geometries. Framed by these gargantuan metropolitan presences, talents A$AP Nast and Gabbriette are powerful muses of energetic elegance. Exuding spontaneity and dynamism, they cast Y-3’s signature avant-garde and layered take on sportswear as the ideal wardrobe to embody and move through this environment.

Looking back at an iconic moment in the history of avant-garde fashion yet always striking into the future, Y-3 once again sets the bar for collaborative cool.

Y-3 Creative Director | Yohji Yamamoto
Photographer | Max Vadukul
Models | A$AP Nast and Gabbriette
Location | New York City