Adidas Y-3 FW16

Paris Fashion Week Runway Show

Case study

The AW16 show was all about getting back to the raw essence of Y-3, a harder, industrial, paired down aesthetic with black at it’s core. The show was designed to play with the audience’s sense of space and perspective, pulling the collection to the fore to appear ’50 feet tall’. The audience were led through a vast industrial building into a dark, almost claustrophobic concrete space. A wall of high definition screens used 2D and 3D animations playing with themes of infinity, using graphic interpretations of the space.

The short films, social edits and images took the Y-3 show content in a new direction, focussing on consumers with a behind-the-scenes look at the collection, the show and the relationship between Yohji Yamamoto and adidas delivering the highest social engagement of any Y-3 show to date.

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