A Look at Y-3 Spring Summer 2014 In Motion – “Meaningless Excitement”

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A Look at Y 3 Spring Summer 2014 In Motion   “Meaningless Excitement”

Y-3 Spring Summer 2014 saw a partnership formed with legendary art director Peter Saville. Based around his hyper-colour designs, the idea of “digital noise” and formed as both a critique and celebration of internet culture, Saville explains “In the ’70s, we realised we could define ourselves through fashion, and that trend ran for 30 years, but young people today know that they’re not living for fashion—fashion is living for them. There is a certain irony to the personality culture we’re now all a part of, which I think is empowering…” A mix of Japanese contemporary design and Americana staples, live band, flashing lights, the whole shebang – press play.

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