Y2KICKS

The 00’s are back. And so too are some of the most celebrated three stripe silhouettes that defined the era. The ask on this brief was to relaunch the iconic Response CL – freshy updated for today’s Gen Z audience. Part retro revival, part contemporary chunky comfort – it’s a look that has one foot in nostalgia, and the other, effortlessly on trend.

 As Creative Lead on this project, I needed to ensure that our creative approach married these two narrative elements. And for that, we headed to Harjuku, Japan, the birthplace of the look we now call Y2K. Our treatment set about recreating the lookbook magazine content that had documented the street style of the time - and went on to spark a global fashion trend that came to define the era.  

Small details were key in landing our overall approach. We worked with a local crew, with Houmi Sakata (Photographer) and Takeru Yatsushiro (DOP) and all local casting. We ensured our locations spoke subtly to the city we were in – evoking the stop and shoot style of lookbook photography. We paid particular attention to lighting – bringing through the ice blue pallet of the era into the work.

Shooting in Japan was obviously a huge privilege and an experience I would love to repeat one day.

 This campaign went live globally in FW23 across .com, social and retail for adidas.