In a heartfelt announcement, Paris-based fashion house Y/Project has officially declared the end of its journey after 14 transformative years. The brand, celebrated for its bold designs and experimental approach, revealed its decision to cease operations following an unsuccessful search for a buyer.


The closure marks a significant chapter in contemporary fashion. Co-founded by Gilles Elalouf and the late Yohan Serfaty, Y/Project quickly became a name synonymous with ingenuity and risk-taking. However, the brand faced insurmountable challenges after the death of co-founder Elalouf and the departure of its visionary creative director, Glenn Martens, in September 2024.

A Legacy of Creativity
Y/Project was established in 2010, bringing together Elalouf’s entrepreneurial spirit and Serfaty’s artistic vision. After Serfaty’s untimely passing in 2013, Martens stepped in as creative director, breathing new life into the brand. Martens, a Belgian designer and Serfaty’s first assistant, transformed Y/Project into a trailblazing force in fashion.

Under Martens’ leadership, Y/Project became known for its trompe l’oeil designs, exaggerated silhouettes, and daring collaborations. Iconic pieces like thigh-high scrunched boots and deconstructed denim garnered critical acclaim, earning the brand the ANDAM Grand Prize in 2017 and recognition as a finalist in the 2016 LVMH Prize for Young Designers.
The brand’s unique ability to challenge conventions while remaining wearable made it a favorite among fashion insiders and avant-garde enthusiasts alike. Yet, despite its creative accolades, Y/Project struggled financially, posting just under €11 million in revenues in 2023 and grappling with limited resources after Elalouf’s death.
The Challenges of a Shifting Industry
Y/Project’s closure reflects broader challenges facing the luxury fashion industry. The brand’s attempt to find a buyer after entering receivership failed, even after a €45,000 bid from Hong Kong-based AA Investments. With the luxury market experiencing a notable slowdown, smaller independent labels like Y/Project have found it increasingly difficult to compete.

In a statement, the company expressed deep gratitude to its supporters:
"Y/Project and the team thank all partners and supporters for their unwavering dedication to the brand throughout the years. Special thanks to Glenn Martens, Pascal Conte-Jodra, and the late Gilles Elalouf for giving their team the space to create and grow."

Honoring the Archive
As a tribute to its remarkable journey, Y/Project has pledged to donate several archival pieces to esteemed institutions, including the Metropolitan Museum of Art in New York, Antwerp’s MoMu fashion museum, and Paris’s Musée des Arts Décoratifs. This gesture not only cements the brand’s legacy but also ensures that its groundbreaking designs will inspire future generations of fashion lovers.

A Farewell, Not Forgotten
The closure of Y/Project is a poignant reminder of the precarious nature of independent fashion houses in a competitive and ever-changing market. While its doors may be closing, Y/Project’s impact on fashion remains undeniable.

As the fashion world bids farewell to this innovative brand, it celebrates the bold visionaries—Gilles Elalouf, Yohan Serfaty, and Glenn Martens—who dared to reimagine what fashion could be. Their work, preserved in museums and in the memories of those who wore their designs, ensures that Y/Project’s story will continue to resonate for years to come.
