Y-3′s Spring 2009 advertising campaign gained additional relevance last week when it was revealed in New York magazine that Facebook’s terms of service grant the social networking site’s parent company the rights to any content uploaded by users in perpetuity. The video, in fact, features two models nervously fleeing the watchful gaze of Big Brother, a forceful protest against the constant surveillance of 21st-century society. Set to an appropriately menacing soundtrack by Sam Wagster, the short film is an acknowledgment of today’s increasingly flimsy definition of the right to privacy. It shows a couple twisting, leaping, and running in the label’s famously stylish athletic wear, their every move caught on camera. The video was overseen by Doug Lloyd and Martin Sandberg of Lloyd & Co., the legendary advertising agency famous for its instantly iconic campaigns for the likes of Jil Sander, John Varvatos, and Tod’s. The company, which is perhaps best known for its contributions to the scandalous, sexed-up reputation of the reign of Tom Ford at Gucci and Yves Saint Laurent, is the perfect choice for a label seeking to cement its image. After all, what could be more Y-3 than a campaign that mixes balletic grace with trenchant social commentary?

KEYWORDS: design, fashion, video, Y-3

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