by Penny Martin .

Y-3's fun approach to branding

With fashion designers so vulnerable to criticism when partnering with a sportwear brand, the attitude with which the garments are promoted is crucial. The glamorous Karmela Oreta at Y-3 explained at the brand's press day on Tuesday that ever since the launch of Yohji Yamamoto's collaboration with Adidas, humour has been key to the way they present their collections (a personal favourite was their last show in Paris, where they had a barbershop choir singing Kylie and Gwen Stefani in falsetto voice). This keyring for A/W displays a characteristically fun approach to big-logo branding: just feel those squashy, leather letters!