Yagya
Reimagining equestrian fashion by shifting away from the conservative beige aesthetic to emphasize the more rugged and relatable side of the sport, with a focus on a gritty, muddy, and dark aesthetic.
The problem
Yagya started as a contrast to the equestrian fashion, which is very homogeneous. Yagya aimed to bring more of a street style into the stable and worked on transitioning from street to stable fashion.
The insight
Horseback riding doesn't need to adopt anything cool from another culture; it's an incredibly tough sport and can stand on its own merits.
The idea
The "Off the Beaten Path" concept highlights various situations and demonstrates the excitement of horseback riding without placing it in a different context. In the "Midnight" campaign, we delve into the world of night riding, focusing on a woman's courage to trust her horse in the darkness.
This idea is the result of a strategic process to find the brand's true reason to exist. We remove ourselves from the streetwear segment and take it back to the stable, back to the roots. Where the brand previously wanted to shift to a new context in order to be relevant within equestrian fashion, we on the other hand, believe that their aesthetic is more relevant than their counterparts’ within the segment.
We don’t need to create a new arena, we just need to show that we are more fit for the arena than anyone else.
