Y/Project Taps Their Stans for Latest Campaign

Y/Project Taps Their Stans for Latest Campaign

By Matt Moen
Sep 04, 2019

Perhaps best known for their extreme love affair with the iconic UGG boot or even their more recent championing of the big toe heel, French label Y/Project has found fans of their freaky fashion in everyone from Rihanna to Celine Dion. Their elevated approach to deconstructing familiar garments in new and unexpected ways has garnered the brand a bit of a cult following among the Insta-ready set.

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So it feels only natural that designer Glens Martens would tap into this rich vein of standom for their latest campaign. Trolling the #yproject hashtag on Instagram, Martens hand-picked seven fans to invite to their Paris studio to be shot in Y/Project's Fall 2019 collection. The result is a series of diptychs juxtaposing the models' original self-styled shots with new images. The campaign draws a connection between the suspended reality of the runway and the real world, contextualizing their newest collection through select pieces from the label's past.

Check out images from Y/Project's Fall 2019 campaign, below:

Photo via Instagram