After runway presentations at Paris Fashion Week were cancelled in light of the COVID-19 pandemic, Y/Project moved online to presents its latest collection – much like the rest of the fashion industry. In a release, Martens explained that this season was all about “reinforcing our essence.”
“We have the luxury of time to think,” he said, “which entitles us a responsibility. Y/Project wants to take part in the change, building a better future.”
In practice, that meant the brand looked to its past to inform its SS21 collection, with an offering that elegantly combined form and function. As a result, the film emphasizes the collection’s versatility and interchangeability, as garments are transformed on video while being worn by the models.
In one instance, a tracksuit look complete with popper buttons started life in the digital presentation as a black, silk-like look, but was quickly fettled with stylists and set assistants to reveal a cozier cream ensemble. Elsewhere, a paisley printed face mask-shaped tote opened up to be worn over the shoulder, while a brown-grey suit went from being formal to a ruched, crumpled version of its old self.
The video captures the collection’s versatility in action. Models are set up in a row of three and stand as their outfits are tweaked to become something else. Take a look at the full Y/Project SS21 digital video presentation above.