adidas and Yohji Yamamoto‘s iconic Y-3 line once again pushes boundaries with the Spring/Summer 2024 Chapter 1 collection. Inspired by the theme “Contra-Natural“, the chapter explores the unexpected beauty that comes from the fusion of organic and synthetic elements.
Chapter 1 is a masterclass in elevated sportswear. Think bold cuts that defy convention, sophisticated tailoring that exudes contemporary cool, and expressive silhouettes that turn heads. Pieces adorned with a digitally distorted floral graphic, derived from scans of real flowers, add a touch of organic whimsy against a backdrop of workwear-inspired staples.
Y-3’s signature black, gray and white remain prominent, but the chapter introduces a new quartet of colors that embody the “Contra-Natural” theme. Clay brown, mesa, shadow red and mint represent the process of oxidation where nature reclaims metal, transforming rusty burgundy into a refreshing mint green. This palette reflects the collection’s core tension between the natural and the man-made.
Chapter 1 isn’t just about apparel. It reimagines iconic adidas Originals footwear through the unique lens of Yohji Yamamoto. The Y-3 Stan Smith and Y-3 Country get a luxurious upgrade with foldable premium leather and piping details, while the progressive Y-3 Gendo makes a welcome return. Joining the lineup are the Y-3 Kyasu in low and high top versions, as well as the Y-3 Kyasu Slip-on, which combines the silhouette’s signature outsole with a breathable Primeknit upper.
The launch campaign perfectly captures the spirit of the collection. London’s Bugeisha Club, an international collective of women and non-binary individuals of mixed Asian heritage, embodies the synergy of body, mind, spirit and community. Through their dynamic movements and unwavering commitment, they demonstrate the collection’s ability to balance fluid ease with disciplined style. Photographed by Erika Kamano, with moving imagery by Francis Plummer, styled by Robbie Spencer and featuring four of the Bugeisha Club’s leading figures – Mana Kimura-Anderson, Becky Tun Pe, April Gunawardena, Lara Swift – the campaign tells a story of serenity, poise and restraint, highlighting the collection’s power to unite creativity and athleticism.
Are you ready to enter the “Contra-Natural” world of Y-3 Spring/Summer 2024 Chapter 1?