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