The End of Y/Project
by Fucking Young!
Y/Project has announced its closure after 14 years. Founded in 2013 by Gilles Elalouf and Yohan Serfaty, the brand quickly made a name for itself with its unique approach. But a series of unfortunate events led to its end.
In June 2024, Gilles Elalouf passed away, and shortly after, creative director Glenn Martens left the brand. Martens had transformed Y/Project with his visionary designs, leading to significant success, including winning the ANDAM Grand Prix in 2017.
By September 2024, Y/Project declared bankruptcy and sought a buyer. Despite interest from AA Investments, the deal fell through, and the brand shut down. This affected 24 employees and marked the end of a brand that earned nearly €11 million in 2023.
Glenn Martens played a crucial role in Y/Project’s success. His innovative designs made the brand a standout on runways. The brand expressed gratitude to all its supporters, especially Martens, Pascal Conte-Jodra, and Elalouf. They will donate some of their iconic pieces to prestigious museums like the Metropolitan Museum of Art in New York and MoMu in Antwerp.
Y/Project’s closure highlights the challenges even creative brands face in today’s luxury market. This closure leaves a gap in the fashion industry, raising questions about the future of creativity in fashion.
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