Y-3’s latest campaign is a gritty, black-and-white love letter to New York City. The fashion brand’s fall-winter 2024 advertisement, with A$AP Nast at its helm, pays tribute to the city’s enduring appeal.
Y-3 Fall/Winter 2024 Campaign
Photographed by Max Vadukul, “A Love Letter to New York” captures the city’s kinetic energy. The images are a keen reflection of balance, blending uniformity, scale, and movement.
Vadukul notes, “Shooting for Y-3 in New York felt like returning home. The city’s architectural grandeur and diverse people continue to inspire my black-and-white photography.”
Vadukul’s connection to Y-3 runs deep. He first shot a campaign for the brand in New York in 1984, and forty years later, he’s back behind the lens. “The essence of my photography lies in this interplay,” he explains, “making each visit to New York an inspiring and creatively fulfilling experience.”
A$AP Nast, a Harlem native, takes center stage in the campaign. In a short video for the season, he shoots close to his childhood home, exuding confidence and style. “I don’t really believe in fashion mistakes,” he declares. “You make a choice, own it, it’s yours.”