Y-3 Reveals SS24 Chapter 1 Campaign

Fashion season is still well underway. If it isn’t a runway show out of one of the world’s premier fashion cities it is a new campaign. One of the latest campaigns to surface as the Spring/Summer 2024 season creeps in is from adidas’ Y-3 – once again shining light on the brand’s focus on elevated sportwear.

The Chapter 1 SS24 campaign from Y-3 derives its personality from the theme of Contra-Natural, which uncovers the duality and beauty that stems from the organic and inorganic. But aside from its theme, the most important aspect of course is the focus on clothes. This season, the brand continues to hone on its fused sportswear cadence, offering up elevated tailoring, fluid silhouettes, work-wear inspired garments and quintessential sporty pieces that see sharp cuts and minimalistic, yet edgy details.

As one dives into the collection, their eyes will move from pieces like a classic black blazer, a technically sporty skirt, wide-leg track pants and fluid wrap tops to technical sweatsuits. Aside from apparel, the new collection also centers on new and core footwear staples like the Y-3 Stan Smith, Y-3 Country, Y-3 GSG9 Low, Y-3 Gendo, 7-3 Kyasu and Y-3 Kyasu Slip-On.

To bring the new campaign to like, Y-3 enlisted the help of London’s Bugeisha Club, which is an international group of women and non-binary individuals of mixed Asian heritage who are committed to uniting creativity and athletics.

Take a look at Y-3’s SS24 Chapter 1 campaign in the gallery above.