Why the new Y/PROJECT SS17 campaign is between Gothic and day-kitch?

Y/PROJECT, designer Glenn Martens speaks affectionately of the juxtaposition between the classical and contemporary embedded in his hometown of Bruges:

“There’s a strong clash between austere Gothic architecture and the trashiness of modern-day kitsch; but growing up in Bruges has really influenced my aesthetic. I think this is why I wanted to return there to shoot the new campaign; to reaffirm where I come from and also the codes of Y/PROJECT.”

The campaign is a true reflection of what Y/PROJECT is representing as a brand including a mix of people who have been inspirational to Glenn – his grandparents, godchildren, childhood friends and Bruno Pieters, his teacher and mentor at the Royal Academy of Fine Arts.

“I like to stay very close to the people I love, people I work with and the people I live with.”

The Y/PROJECT aesthetic is a juxtaposition of the contemporary and historical, alluding not only to Parisian street style but also to the romantic dress of medieval Belgium.