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Y-3
spring/summer 2010
men’s & women’s collection

The abstract idea of World Cup dressing

In September 2009, Y-3, the collaborative label of adidas and Yohji Yamamoto, pre-celebrated the upcoming FIFA 2010 World Cup with the new spring/summer 2010 collection on 13 September during the Mercedes Benz Fashion Week in New York.

"When the 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." Yohji Yamamoto

fig.: Y-3 spring/summer 2010 during the New York Fashion Week on 13 September 2009.

Yohji Yamamoto focuses on two characteristics of the net: movement and transparency. He created oversized pieces with laser-cut to transfer the idea of light, transparency, and movement into clothing. The pieces show abstract flag motifs in the colorways of eight soccer federations sponsored by adidas: South Africa, Germany, Japan, Mexico, Spain, Argentina, France, and Russia.

About the collaboration In 2002, adidas and Yohji Yamamoto have launched Y-3 with the spring/summer 2003 collection for men and women; Y stands for Yohji, 3 for the three stripes of adidas. It was born out of the desire to create elegant and chic sportswear. The label fusions consequently sport and style with a touch of contemporary art.

Through September and October 2009, the label presented a customized collection of 13 pieces apparel, shoes, together with artwork created by the Brooklyn artist Momo who is known for his maps and minimalistic street art. 'Mapping' was also a theme for the web designers who created a screen on www.Y-3.com which loads a map showing women and men in the streets. The map's mouse over effects zooms into different FW 9/10 looks on virtual models in 360° shootings.

Video: Y-3 finale of the spring/summer 2010 show held inside the Park Avenue Armory on 13 September 2009 during the Mercedes Benz Fashion Week in New York. Six women, three in black dresses, three in pink-red ones enter the court. Each of them is carrying a football. When a net descends from the ceiling, the women begin to play. After the women have left the court, the Japanese designer Yohji Yamamoto and the French football star Zinedine Zidane make their play. By the way: women and men tried to kick the ball at the photographer.


Source: Original article with image and video on http://www.confashion.com/ss2010/adidas11-2009.htm.


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