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The Y / Project brand

Anastasia Polevach
10 июл. 2018 г.
2 мин. чтения

Young Korean icons of the style BlackPink returned to the scene with a freshly baked album "Square Up", which already occupies the top of the charts in different countries of the world. And of course, the music video for the song "DDU-DU DDU-DU" did not remain without our attention, namely the work of stylists. In the clip for Lisa, the stylists picked up 9 looks, for Jenny - 8, for Rose - 7 and for Jisoo - 6. For a music video that takes just over three and a half minutes, this is a lot, considering that we saw some looks for just a couple seconds.

Absolutely all looks are perfectly matched for each of the participants and emphasize their best aspects. For such a painstaking work I want to applaud. When we looked at the looks in detail, we noticed that many things which are used by the Y / Project brand. Also have decided to understand, what is this brand!

The Y / Project brand was founded in 2010 in Paris by friends Johan Sarfati and Gilles Elalouf. He positioned himself as an out-of-gender brand in men's fashion, his main idea is to create timeless collections. After the founder and chief designer Johan Serfati passed away in 2013, his post was taken up by Glenn Martens, he brought something new to the brand but retained his main idea. Later, the brand also had a female line, despite the fact that the clothes of Y / Project are not tied to any particular floor. In their collections they play with combined and ingenious detailing, they work with forms and volumes, use even historical references. The main designer pays special attention to individuality and independence, drawing inspiration from the streets.

In general, the brand is quite interesting and deserves your attention, because unlike many others, it really stands out. Now, very often one brand copies the other and so in a vicious circle. What do you think of the Y / Project brand, do you consider it unique?