Y3-K11 art store opening

Y-3 celebrated its new Hong Kong retail destination together with Yohji Yamamoto, Andy Lau and Du Juan celebrated. It was the launch of the new Y-3 store at the K11 Art Mall in Tsimshatsui. Coinciding with the store opening, Yamamoto launched their new SS10 mens and womens collection, as well as their new communication campaign.

The S/S10 collection, unveiled for the first time at the Hong Kong Exhibition Centre, was highlighted with a bold lighting concept and soccer pattern projections, to celebrate the upcoming 2010 FIFA World Cup. This season, Mr. Yamamoto and adidas explored an intellectual approach to the game of soccer. Pairing the designer’s wit and intellect with the brand’s innovation, the show included exaggerated silhouettes, loose-cut trousers and abstract flag motifs in the colourways of eight soccer federations sponsored by adidas: South Africa, Germany, Japan, Mexico, Spain, Argentina, France and Russia.

On the collection Yamamoto commented: “When soccer players shoot and hit the goal, the net swings into a beautiful shape. This inspired a series of laser-cut T-shirts and dresses that captured the same movement.”

Y-3 is the exclusive collaboration between adidas and cult Japanese designer, Yohji Yamamoto. The new Y-3 SS10 campaign is photographed by Alasdair McLellan and styled by Nicola Formichetti.

Image: Y-3 / adidas