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  • Y-3 “Meaningless excitement” campaign

  • Y-3 “Meaningless excitement” s/s 2014 collection

  • Y-3 “Meaningless excitement” campaign


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Peter Saville’s “Meaningless excitement” for Y-3

Peter Saville, a long time friend and collaborator of Yohji Yamamoto, recently teamed up with Y-3, the sportswear hybrid between Adidas and the celebrated Japanese designer, for their s/s 2014 collection. Saville worked with Yamamoto for a series of spectacular prints and distorted slogans as well as for the collection’s campaign, which was titled “Meaningless excitement”. Coinciding with a Suzy Menkes article in The New York Times, titled “Sign of the times: the new speed of fashion”, Saville was inspired by contemporary internet culture, the constant look for the next big thing and the height and depths of the fashion world. The English graphic designer, who is world-known for his legendary record sleeves for Joy Division or New Order, brought together seemingly unconnected references, images and words from online forums, social media and personal blogging platforms, and created an acid house paradise, standing on the thin line between the poetic and the political.

With slogans like “This message has no content, are you sure you want to send it?”, “Change that works for you” or “Everything is not $1.00”, the collection was characterized by a strong and bold attitude that reflected Saville’s quest for “portraying the brokenness of things, the kind of saturated backdrop”. “We find inspiration in our constantly changing world”, said Yohji Yamamoto about the collection, “It never remains the same, and we never lose our endless desire to capture the new.” A playful critic on fashion’s obsession with the ephemeral and, at the same time, a celebration of its transformative qualities, “Meaningless excitement” was everything but pointless. Japanese tradition met all-American sportswear, the minimal cuts of Yamamoto were juxtaposed with Saville’s English wit and the new generation of internet-obsessed kids finally found their dream wardrobe. Saville and Yamamoto did it again!