Y3 HAS ENTERED A NEW ERA. TARGETING A YOUNGER AUDIENCE WHILE RETURNING TO AND RECOGNISING OUR ROOTS. THIS CAMPAIGN SHINES A LIGHT ON THE BUGEISHA CLUB, A CREATIVE AND ATHLETIC COLLECTIVE CENTERED AROUND SYNERGY AND SISTERHOOD WITHIN THE ARTS AND SPORTS COMMUNITIES FOR WOMEN AND NON-BINARY PEOPLE OF MIXED ASIAN HERITAGE. BY DAY THEY ARE ART DIRECTORS, MUSIC PRODUCERS, DANCERS, AND ACTORS. BY NIGHT, THEY ARE MARTIAL ARTISTS, VIGILANTES, AND CONTORTIONISTS. THE COLLECTIVE ARE DUALITY PERSONIFIED. ENGAGING IN A RANGE OF MARTIAL ARTS, SPORTS, AND PRACTICES, THE COLLECTIVE TRAINS IN SHARED PUBLIC SPACES FROM LONDON TO NEW YORK TO TOKYO. THE FOCUS OF THE CLUB IS ON CELEBRATING SISTERHOOD, SELF-DEFENSE, SPORTS, AND THE COMMUNITY SURROUNDING THEM. 

CHAPTER 1

SEASONAL CAMPAIGN

Photography: Erika Kamano