project: YONY SS24 LOOKBOOK AND VIDEO

THE CHALLENGE: HOW DOES A BRAND ROOTED IN 1950S AMERICANA INCORPORATE A SPORT THAT IS NEAR AND DEAR TO THE CREATIVE DIRECTOR’S HEART?

Initially introduced in Spring/Summer 2021, YONY aimed to expand its connection to tennis. However, how do you do that without abandoning the core mission of the brand? The sport had to be interpreted through a lens that authentically and deeply connected it to YONY’s DNA. Thus, the concept for SS24 was born: Field of Dreams meets Stand By Me. By incorporating inspiration rooted in sport and Americana, the brand was able to the bridge the gap between two different motifs. Executing this idea was tricky but with a lot of planning it was able to happen. For this campaign, we actually built a makeshift grass tennis court throughout the shoot day.