Y/Project AW17 campaign became even more sentimental with the family members

Y/Project AW17 campaign became even more sentimental with the family members

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Y/Project AW17 campaign became even more sentimental with the family members, friends, and interns

Parisian label Y/Project – designed by Glenn Martens – is not going to stop surprising us. Just after the win of this year’s ANDAM GRAND PRIZE last month, the most prestigious fashion award in France, the brand has launched its AW17 campaign.

Rather than have a photo-shoot in a few days, the campaign images were created over three months in different locations around the globe. “Y/PROJECT celebrates individuality”, Martens said. “The campaign is a reflection of our ideology. It’s all about individuals and moments.”

As the eclectic collection as the casting for the campaign was also a diverse and featured family members and friends – even interns from the Y/Project team!

Glenn Martens made a perfect trio with photographer Arnauld Lajeunie and stylist Ursina Gysi. They wanted to explore the idea of elasticity in an industry that can often be rigid in its traditions. Martens was even happy to compromise when clashing schedules didn’t allow him to be on set in New York. “The images are so different from each other, although they do belong together”, said photographer Lajeunie, explaining how the backdrop can go from a pair lounging on a sofa in Paris, to a car with a herd of elephants just outside of the window.