/Y/Project Launches AW17
Y Project AW17 Campaign

Y/Project Launches AW17

French label Y/Project have ditched the fashion models in its latest campaign as it launches AW17 with an intercontinental campaign featuring family, friends and Y/Project interns.

Last month it was announced the French brand was the winner of the ANDAM (National Association for the Development of the Fashion Arts) Grand Prize – one of France’s most prestigious fashion awards – giving the label €280,000 and securing its place on the world stage. Creative Director Glenn Martens explains, “Y/Project celebrates individuality”, continuing his on-going collaboration with photographer Arnaud Lajeunie and stylist Ursina Gysi to produce the AW17 photographs. He goes on, “the campaign is a reflection of our ideology. It’s all about individuals and moments.”

The concept behind the shoot was to capture friends, family members and some of those who work behind-the-scenes in the Y/Project team. Celebrating the eccentricities of Parisian fashion, the imagery offers a hopeful glint at what to expect from the brand in the coming seasons.

Y/Project family and friends AW17

AW17 Y-Project campaign

Y Project cross-continent AW17

Y Project AW17

YPROJECT_CAMPAIGN_AW18_FINALS_DEF_OK_02

YPROJECT_CAMPAIGN_AW18_FINALS_DEF_OK_03

Photography courtesy of Arnaud Lajeunie, with special thanks to RITUAL PRojects.

With previous experience in the world of men’s fashion, Alexander's articles focus on the true British nature of men’s tailoring and it’s evolution and relationship with the fashion industry. Alexander Barnes-Ross is based in London and is currently Editor-in-Chief of Fashion Plus Magazine.