“It’s very interesting to be able to use the mainstream to say something you feel.” – Peter Saville
For Spring/Summer 2014 both Yohji Yamamoto and adidas turned to Peter Saville, renowned graphic designer and art director, famous for the album artwork he created for legendary bands like Joy Division, New Order and Suede. His hyper-colorful designs form the basis of Y-3´s Spring/Summer 2014 collection and accompanying communication campaign inspired by digital noise and named ‘Meaningless Excitement’.
Via print, in-store display and supplementary materials, the campaign Peter Saville has created asks questions about our fragmented digital lives and how we consume information and indeed fashion in the world today. ‘Meaningless Excitement’ is both a critique and celebration of internet culture—its heights and depths—as well as the relentless pursuit of the next big thing. It raises questions about both youth and media culture in today’s world: the ever-changing, never-stopping industry of information and consumerism.
“We find inspiration in our constantly changing world,” says Yohji Yamamoto. “It never remains the same, and we never lose our endless desire to capture the new.”
As part of the campaign, Y-3 has commissioned director Jez Tozer to collaborate with Peter Saville on a unique short film, documenting the creation of the body of work, while offering Peter’s insights into the pieces and his personal motivation behind the project. Titled ‘Meaningless Excitement THE MOVIE- In Conversation with Peter Saville’, the interview is shot within a green screen environment, a setting that represents both the perfect showcase for ‘Meaningless Excitement’ and also the last ‘non space’ in today’s over-saturated digital world.
The uniquely subversive ‘Meaningless Excitement’ campaign will activate across multiple channels—including print media—starting this Spring. ‘Meaningless Excitement THE MOVIE – In Conversation with Peter Saville’ will screen on Y-3.com and in-stores.
Directed by Jez Tozer.