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For Y/Project’s FW19 campaign, creative director Glenn Martens scanned the #yproject hashtag to find people who photographed themselves wearing pieces from past collections. Martens then hand-picked seven self-styled fans of the brand and invited them to Paris to be shot wearing the FW19 collection for the new campaign.
Presented as a diptych with the original Instagram above and studio shoot below, it’s a very on-brand move for the Parisian label, which emphasizes deconstruction, individuality, and versatility, and appears to have extended these sentiments to the world of fashion advertising, too.
However, it’s not the first time traditional models and have been eschewed in favor of a more social media-friendly approach to promoting a new collection. Yang Li debuted the FW19 collection using people such as adult actress Stoya, actress Asia Argento, and performer Genesis P-Orridge to post a self-styled image to Instagram at the same time during Paris Fashion Week, creating an instant digital fashion show.