17 of Y/Project's Most Iconic Runway Moments
Glenn Martens' work for the Paris-based fashion house defined it in recent years.
In the ever-evolving world of fashion, few brands manage to carve out a distinctive identity while challenging industry norms. Y/Project, a Parisian fashion house founded in 2010, was one such brand. Known for its unconventional, sometimes impractical, designs, Y/Project fused gothic aesthetics with contemporary twists, leaving a lasting taste in fashion enthusiasts' mouths, some good, some lesser so. Nonetheless, the brand remained a point of interest for over a decade until its closure, announced in the second week of 2025.
French Designer Yohan Serfaty founded Y/Project in 2010 with an initial vision to revolve around pieces that exuded a raw, rebellious energy. The brand quickly gained a cult following, appealing to fashion enthusiasts seeking an avant-garde edge. In 2013, Belgian designer Glenn Martens took over as creative director following Serfaty’s passing. Martens infused the brand with a playful yet intellectual approach, introducing patchwork designs, innovative denim, exaggerated proportions, and trompe-l'œil effects that quickly became Y/Project’s signature. His ability to deconstruct and reimagine classic silhouettes garnered critical acclaim, propelling the brand into a new level of international spotlight.
Under Martens’ leadership, Y/Project won the ANDAM Grand Prize in 2017, a pivotal moment that cemented its reputation as a label to look out for. Martens was also named one of the Business of Fashion’s 500 people shaping the global fashion industry, a testament to his innovative contributions. (He also became Diesel's creative director in October 2020.) Y/Project’s designs caught the attention of high-profile celebrities, with style icons like Rihanna and most recently, Chappell Roan championing the brand. Despite its success, Y/Project faced financial challenges in the latter years. In 2024, the brand canceled its highly anticipated February show, citing cash flow issues. By 2025, amid a global slowdown in luxury spending, Y/Project announced its closure.
"After 14 fruitful years, Y/Project has made the challenging decision to stop operations," the brand said in a statement on its website. "Y/Project and the team thank all partners and Y/P supporters for their unwavering dedication to the brand throughout the years. Special thanks to Glenn Martens, Pascal Conte-Jodra, and the late Gilles Elalouf for giving their team the space to create and grow."
As shoppers bid farewell to Y/Project, it’s worth reflecting on the runway moments by Martens that defined its legacy. Click through the gallery below for 17 runway moments that defined the brand in recent years.
