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# Y-3's Interactive Fashion Film
- URL: https://www.protein.xyz/y-3-s-interactive-fashion-film/
- Published: 2013-05-19T13:10:00.000Z
- Updated: 2025-05-28T11:01:19.000Z
- Description: Y-3 showcases its newest collection with an entirely interactive fashion film.
- Author: Protein
- Tags: SEEDS, Fashion, Art & Design, #protein, #Import 2024-06-11 13:21, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9290/3a89e9d1-ea0f-4d51-ac8d-e9f4c402d83d.png)

A far cry from Matthew Frost’s cheeky [Fashion Film](http://vimeo.com/58933055?ref=protein.xyz) blague from earlier this year, adidas' [Y-3](http://www.y-3.com/UK/?ref=protein.xyz) has just offered up a [fresh, interactive take](http://www.y-3.com/us/?ref=protein.xyz#/film/) on the sometimes tired genre of fashion film. Following in the footsteps of Barnaby Roper’s recent [interactive catwalk](https://www.prote.in/feed/2012/11/the-future-catwalk?ref=protein.xyz), the film is the freshest benefactor yet of a of a move within fashion towards immersive video. Transforming your computer’s keyboard into a set of hotkeys for mini edits, Y-3's film allows users to manipulate a series of visual and sound loops and effects to make for an infinitely variable piece that can be recorded and then easily shared across social media.   
  
 As fashion and technology move ever closer to one another, new forms of experiential exchange between brand and client are emerging. And when done well, they can be incredibly emotive and effective: Y-3’s does a far better job than any static lookbook might at showcasing its high-contrast collection.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9290/cf141dbd-2689-4a15-a37a-80109ca5a7b2.png)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9290/7d22b52c-283d-42b0-b3e7-1cf371942f54.png)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9290/ee8e39e3-553e-4efa-84a1-19458a52f88b.png)