ARTICLE NATASHA STAGG

CREDITS ARTICLE CONTENTS

KILLING FOR COMPANY

VMAN TALKS VMAS

THE VIDEO: Y-3 F/W '13

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THE VIDEO: Y-3 F/W '13

TEXT NATASHA STAGG



For Y-3's newest ad campaign, V and VMAN's own Jay Massacret has styled a "future thrift" story, shot by Robbie Fimmano for print and for this pitch-perfect video, edited by Bill Stepanoski and Cody White. Y'3's future looks like a brand new culture with a penchant for repurposing. The feel of these images, shot in an abandoned warehouse in the Lower East Side of Manhattan, is of the videos traditionally made to warn about the illuminati and other conspiracies, but nothing here is so dire. According to the bright, 2046-esque campaign, the next gen knows about all about applications of new science and technology, and chooses only the most efficiently chic way of dealing with them. 

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THE VIDEO: LOPE NO SLEEP TIL THE VMAS PREMIERE VIDEO: INC. COOL SCENT-SATIONS
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