Glenn Martens has redefined Y/PROJECT from the dark avant-garde fashion house it used to be for SS20. Martens asserted his vision for Y/Project with some of their best-selling items and internet-breaking jewellery making a surprise return on the runway.
Y/Project has quickly become the go-to brand for millennials and it-girls all over the world. The brand was primarily set in a darker, more avant-garde tone under the direction of Yohan Serfaty, Martens has successfully managed to recontextualise the brand and redefined its ethos into something contemporary, yet still pushing the boundaries for fashion design.
Y/Project presented a collection that was in a sense predictable, but that is perhaps what the brand truly needs in this time of mass consumption. For SS20, Martens asserted his place in the contemporary realm of fashion, putting his own identity first before engaging in trends. Wall Street style tailoring with broad-shouldered jackets and coats were at the forefront of the collection, not to mention the lace frilled ensembles which brought a romantic and feminine touch to the masculine driven collection.
Written by Madeleine Holth for LOVE Magazine