Fashion's game of musical chairs continues: Dries Van Noten has retired, and we're still recovering. Virginie Viard has left Chanel, and Matthieu Blazy has moved from Bottega Veneta to take her place. In another significant shift, Louise Trotter has left Carven to take over at Bottega Veneta. Alessandro Michele has joined Valentino, and Sarah Burton has taken the reins at Givenchy.
Now, the industry is reeling from another shock: Glenn Martens has stepped down, and Y/Project has announced its closure.
On Thursday morning, January 9, the brand shared an exclusive heartfelt statement with WWD. "After 14 fruitful years, Y/Project has made the challenging decision to stop operations," they said. "Y/Project and the team thank all partners and supporters for their unwavering dedication to the brand throughout the years."
Founded in 2010 by Yohan Serfaty and Gilles Elalouf, Y/Project began as a menswear line that challenged traditional gender boundaries. Rather than chasing fleeting ready-to-wear trends, the founders focused on creating timeless pieces that transcended "what's in." This vision laid the foundation for the brand's future.
In just over a decade, Y/Project evolved from an underdog to a powerhouse. The turning point came in 2013 when Glenn Martens became creative director. Known for his experimental silhouettes and bold aesthetic, Martens revitalized the brand. His leadership not only redefined Y/Project's identity but also earned it a place among the industry's most influential names.
Throughout its history, Y/Project was known for its clever—and sometimes bewildering—contradictions: T-shirts with detached necklines, invisible straps, double-ended belts, and jeans folded like cufflinks. These seemingly unconventional designs carried an undeniable allure. What made Y/Project truly special was its ability to resonate across the spectrum—from industry insiders who marveled at its technical brilliance to global celebrities who wore it with pride.
Y/Project wasn't just a brand; it was a force that shaped a generation's taste and redefined fashion's boundaries. As someone who has followed the brand's journey closely, I've witnessed its profound impact on the industry firsthand. It's a solemn reminder that even the brightest visions can be fleeting.
In a time when fashion often played it safe, Y/Project was a reminder that embracing uniqueness and a touch of eccentricity is what truly sets you apart. As the curtains close on one of fashion's most daring brands, its boundary-pushing designs and lasting influence will never be forgotten.
Join us as we take a nostalgic journey through Y/Project's most unforgettable moments.
