Fashion mfers are in mourning today following the news that Y/Project is officially shutting down after 14 years of GOATed collections and grailed pieces. Co-founded by Gilles Elalouf and Yohan Serfaty in 2010, Y/Project quickly became known for its distinctive, boundary pushing style, but it really hit the limelight after 2013 when Glenn Martens became creative director.
Y/Project might’ve already been one to watch before Glenn Martens, but after he joined its helm the brand became a heavy hitter in the fashion world, and fast. Martens brought his playful, innovative aesthetic to the brand, experimenting with avant garde silhouettes, abstract styles, de- and reconstructed denim, and even ideas of gender itself in its collections.
Real ones will remember some of Martens most grailed Y/Project pieces, like the studded, slouchy boots; reupholstered denim jeans; chunky, layered knits; or the revival of Jean Paul Gaultier’s iconic trompe l'oeil prints on the runway at Fall 2022.
And if you needed any more evidence Y/Project is GOATed, its roster of high-profile fans does the talking, with the likes of Kanye West, Rihanna, Bella Hadid, Charli XCX, Kylie Jenner, and more. The brand even had Ye, Tyga, and Mia Khalifa feature in its FW24 campaign.
Following Glenn Martens’ departure from Y/Project in 2024 the brand went up for sale, and somehow no one bought it, so now it’s officially shutting down. Anyone else willing to drop a few racks on keeping Y/Project alive?
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