The Rise and Rise of Y Project

Y/Project under Glenn Martens has evolved into a brand unrecognisable from the initial diffusion line it began as, yet one that has seen far more commercial success than Yohan Serfaty was able to bring to the brand himself. Now, Y/Project has developed many of it's own signifiers like the belts, pattern play and trompe l'oeil that bring a unique perspective to fashion, unlike anythign else on the market.
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@Kinglystateof]

You’re watching Understitch✨

[@understitchYT]

📺

[@michaeltakkou5828]

I believe the brand name changed from Yohan Serfaty to Y Project, because he lost the right to use his own name. If I’m not mistaken the manufacturer owned the right to the Yohan Serfaty name. He was a wonderful designer and person. Recall working with him for an installation for a store in London I helped launch back in 2011. What Glen. Has done is incredible although very different to the original idea of the brand. I’m happy that Glenn’s Y Project has grown and he is given the recognition he deserves. It’s a shame that in Glenn’s early days the brand was over looked slightly due to the emergence of Vetements. For me, Y Projects output has always been far superior to anything put out by Vetements.

[@understitchYT]

Oh thats so interesting, I didnt see that mentioned anywhere at all. Do you mind if I pin this comment so others can read it for further information? Do you remember who the manufacturer was? Also, I really agree that Glenn has done such a great job with turning the brand into what it is today, and though it was less loud than vetements at the time, its had more longevity in popular fashion, so maybe it was for the best?

[@michaeltakkou5828]

By all means. Keep up the great work, I love your content 🖤🧿

[@WelcometotheMuseum]

Speaking of Jean Paul Gaultier, I remember him making a tromp l’oeil dress for the Pedro Almodóvar movie Bad Education. Gael García Bernal in that dress was one of the most memorable moments in the history of cinema for me! ❤ but apart from that I don’t know much about the history of his fashion house. So if you ever feel like doing a separate video about Gaultier - you have my full support 😊 Love your videos!

[@understitchYT]

Omg his work for film is INCREDIBLE! Im such a huge fan of his costume design, such a storyteller

[@TravisFirestine]

Glenn Martens is easily one of my favorite designers working right now 🙏🏼 loved the video and loved the runway today!

[@understitchYT]

Honestly same, such a unique perspective

[@emilyhanson9501]

I absolutely love your videos 💞They are so informative and entertaining . Cant wait for more videos already caught up

[@understitchYT]

Youre caught up already? Damn I better get to work 💀

[@Sohotchic]

This was a great watch, thank you! I didn’t know about the beginning of the brand ❤

[@understitchYT]

Im so glad you enjoyed it, I was also really surprised when I learnt abiut Yohan Serfaty

[@markbieraugel8217]

I am again impressed by the depth of your research, and the quality of your analysis. I also appreciate your bringing in the business and financial aspects of Y Project. Thanks for your hard work and smart writing.

[@understitchYT]

Im so glad you enjoyed the video and flattered by your comment, tysm. I always try to go into as much depth as I possibly can do. Actually, Im working on the next video now and I have just completely outdone myself with what I found, so I really hope both that it does well and that you’ll like it

[@markbieraugel8217]

@@understitchYT Can't wait to see it! Your videos are totally top on my list. I think it ok to have some person opinions in videos, as long as you state that. I appreciate how you weave in both the timeline of events along with the realities of business.

[@TheTurnerBot]

I absolutely love your channel and the knowledge that I am receiving is greatly appreciated. Thank you for what you do.

[@understitchYT]

Thank you so much, thats such a lovely thing to read, Im so glad to know you appreciate what I do 💕

[@Mitch-Alex]

Y Project is one of my favorite brands!! Always so INTERESTING!!!

[@understitchYT]

I agree, I really enjoy what Martens has done with the brand

[@LuZendron]

I've been loving your videos, thank yout so much for them!! Maybe, some day you could make one about Lanvin... please 😉

[@understitchYT]

Oh I would love to do a video about Lanvin actually! I met the grandson of the owner, Shaw-Lan Wang, once actually and we talked (briefly) about the business, so Ive been interested in it for a long time

[@LuZendron]

@@understitchYT Thank you so much for the answer! And now I REALLY would love to watch a video about Lanvin hehe Either way, I'll keep on watching all your amazing videos ❤

[@marcjabay]

Amazing content! Wondering if you could also talk about brands like Vetements, Courreges, Christian Lacroix.

[@understitchYT]

All three are very firmly on my list!

[@MataCSY]

Thank you for the relevant content🥰 you have good insight I rather be here than read Bof

[@understitchYT]

Thank you so much, Im so glad you enjoy my content 🙌

[@ivana2530]

Love your videos! What’s the third designer named with Ann demeulemeester and Rick Owens???

[@understitchYT]

it was Damir Doma :)

[@ivana2530]

@@understitchYT ahhh thanks! :)

[@toecamacho]

Loooooveeee! I'd love to hear your thoughts on Palomo Spain or Acne Studios! Thanks for the good content!!

[@understitchYT]

I absolutely adore Palomo Spain, i think theyd be such an interesting video (tho Acne would most likely get more views)

[@image4861]

Literally 1 of my favorite brands

[@understitchYT]

You have good taste

[@elaela2543]

i adore every panel, but those with nick over are especial , more pls!

[@understitchYT]

nick?

[@elaela2543]

@@understitchYT Nick Knight?

[@understitchYT]

ooohhhh, youre talking about showstudio! Yes, hes such a clever person, I really enjoy his one on ones with models, photographer and makeup artists, theyre such a great insight

[@ivonnesuazomejia9621]

Can you do a video of Valentino? ♥I like how Piccioli has renewed the brand

[@understitchYT]

Oh I looooove Piccoli, Valentino is definitely on my list 🙌

[@OpinionatedMatt]

Here from the Diesel video

[@understitchYT]

🙌🙌🙌

[@305Babe]

He gave you MM6 at Y-Project and it stuck for those who was new to this fashion game

[@understitchYT]

Its such a shame his namesake didnt take off really. One day Id like to do a video about Martens as a person and go through all of it because he is such a talented designer

[@305Babe]

@understitch, Yes indeed he is but if you been around this thing we call fashion long enough. You peep it him & Demna

[@OpinionatedMatt]

2:50 that’s one of the weirdest catwalk I’ve seen so far. The walk itself was weird.

[@understitchYT]

Its no Bridget Christie from Taskmaster 😭😭

[@mrotaveria]

Thanks for the content. I dont see the appealing of this brand, I find it very complicated and unflattering. even on models.

[@understitchYT]

Have you managed to try it on in stores? Thats really where I fell in love with the Glenn Martens aesthetic, it was just so interesting and complicatedly made

[@mrotaveria]

​@@understitchYT complicated is the word indeed. Nope, I'll give it a shot next time I travel, here in Buenos Aires these types of brands are non existent.

[@understitchYT]

@@mrotaveria I do really recommend it, theres just nothing else like it on the market. Also, side not, Im desperate to go to Buenos Aires, what is the best time of year to go if Im not remotely into the beach (honestly, Im just so desperate to see Eva Peron's mausoleum, but idk if she is still well liked in Buenos Aires)

[@mrotaveria]

@@understitchYT best time to come if you're not into extremely humid and unbearable heat is from April until November. Winter is good if you want to go to the Patagonia (Usuhaia, El Calafate and maybe Bariloche or San Martin De Los Andes). Evita is definitely a polarizing figure, I'd say 40% love her, 30% respect her and 30% hate her and Peronismo in general :)

[@understitchYT]

@@mrotaveria Oh I love humidity, I just dont like sand because of what it does to my poor shoes 💀 Thank you for the recommendation, hopefully I get to go soon!

[@tomperry5947]

There’s a point @ 2:21 when your enunciation of EXACTLY makes it feel like youre sonically slapping the viewer into attention

[@understitchYT]

🤦

[@jonathanlatouche7013]

09:16