Y-3 continues to call on personalities from all over the world to join its ranks. Recall that its previous campaign featured Asap Nast and Noah Lyles. Now, the brand is tapping the unique vision of two of today’s most influential visual storytellers: Petra Collins & Moni Haworth.
Shot in Los Angeles, the campaign becomes a reflection on creativity, duality and togetherness. Inspired by the concept of quantum entanglement – those permanent bonds that defy space and time – the visual narrative reflects unbreakable connections: Yohji Yamamoto and adidas, Moni Haworth and Petra Collins.
Both artists, renowned for their ethereal aesthetics, have constructed a visual language characterized by a blend of reverie, intimacy and a cinematic sensibility that blurs the boundary between memory and the real. Haworth, with her characteristic cinematic approach, captures Petra Collins in different ‘versions’ of herself, reflecting the cyclical and evolving relationship between photographer and muse. In parallel, a short film accompanies the campaign, focusing on a telephone conversation between the two creators, where they discuss dreams, memories and the very act of creating.
The pieces of the Y-3 Spring/Summer 2025 Collection, including the Y-3 REGU ‘MARY JANE and the Y-3 REGU BOOT, emerge in this visual universe as elements of an intermediate dimension between reality and fiction.
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