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.


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