Why? Because is the reflection of the legendary Peter Saville (who designed Joy Division and New Order‘s most celebrated album covers). The graphics for the Y-3 SS14 collection, that were shown yesterday in New York, come from the hand of someone who claims the whole business is an exercise in “mass mind control and triviality that enslaves people to consumption” as he recently told The Guardian. “Meaningless excitement” is both a critique and celebration of Internet culture—its heights and depths—as well as the relentless pursuit of the next big thing.