Y/PROJECT SS21 Digital Presentation is an Artistic Masterpiece

Presenting versatility, interchangeability, and classics — all at the same time.

Following in the uncharted trend of digital fashion shows, Glenn Martens at Y/Project  has also revealed the brands’ first-ever sustainable line title “Evergreen.”

In light of the current events of the world, the Y/Project is aiming to take part in the change they hope to see, making a conscious effort towards building a better future. But in order to do so, the luxury brand is firstly recognizing privileges they have. Such as “the luxury of time to think,” Glenn Marten said, “which entitles us a responsibility.”

Tacking accountability through their role of sustainability within the fashion industry, the Y/Project moved quickly to reimagine its runway presentation after Paris Fashion Week was primitively canceled due to COVID-19.

Pulling from the past and present, the Y/Project SS21 collection quite literally speaks to the versatility and interchangeability of society we are seeing at this given time. The models and garments are transformed quickly on the video presentation, undressed and reintroduced in a new fashion in a mere matter of seconds.

Positioned to view three models at a time, two helping hands can be seen unsnapping, reversing, unzipping, un-ruching, and restyling the clothing before our eyes into never before seen items. The clothing is an artwork in itself, but the presentation is a commendable masterpiece. No doubt as to why the Y/Project recently won the ANDAM Family Fund Award, one Europes biggest fashion prizes.

Watch the must-see engaging Y/Projects SS21 presentation, below.


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