F/W 18 L.A. LAUNCH: CELEBRATING A COMMUNITY OF CREATORS

The Y-3 flagship store in Los Angeles is situated on La Brea Avenue in one of the city’s most electrifying districts. It is a neighborhood that encapsulates the inspiring creativity and open collaboration that draws so many people to Los Angeles, qualities that the new Y-3 F/W 18 collection also channels. To celebrate the collection’s launch, the store opened its doors on a late summer evening to some of the city’s most influential creators, revealing a unique three-phase event that could only stem from the local surroundings and Y-3’s own heritage.

Upon entering the store, guests were greeted with ‘phase one’: an invitation to see, touch and feel the new F/W18 collection up-close, glass of champagne in hand. Accompanying the toast was a live soundtrack from a selection of local DJs from the NTS Radio family –an enterprise that began in London but has grown to incorporate some of Los Angeles’ most distinctive musical taste-makers. Guests were then guided through a back door and out into the parking lot. Here, ‘phase two’ commenced, brought to life by the presence of a local Jogasake food truck serving its sought-after sushi burritos. The laidback fusion of Japanese and L.A. cuisine felt a fitting way to celebrate a collection that blends the relaxed tenets of sportswear with Yohji Yamamoto’s considered sensibility.

The final ‘phase’ of the evening took part in the vacant building next door to the store, transformed into an event space complete with illuminated branding, a photo area, two fully formed bars and four Y-3 branded beer fridges. Once again music was provided by DJs from the NTS roster, who upped the tempo for joyous dancing that isn’t always on the agenda at the stuffier end of the city’s social calendar. In fact, the whole event felt more like it was taking place in the underground L.A. of old, or perhaps a Tokyo back alley than it did a scenic street between La Brea and Fairfax – a spirit that guests carried out into the night air with them as the evening came to an end.