Y/Project likes to get weird with their campaigns… I mean, S/S ’19 starred a stuffed parrot. This season, however, the Oyster #111 favorite decided to troll Instagram looking for their biggest fans, and ask them to star in their F/W ’19 collection.
How, you ask? They searched the #yproject hashtag.
“We wandered the internet through tags and hashtags, discovering Y/Project lovers who photographed themselves wearing their very own pieces from past collections,” the brand said about the process of casting the campaign. “Y/Project selected 7 fans from all over the world and invited them to Paris to photograph them in studio as the new ambassadors of the AW19 campaign.”
The images, which pair studio-shot photos with the original photos the brand found online, show the contrast between how the collection looks on the runway and in stylized campaigns versus how it looks on real people IRL. It’s kind of brilliant.
And whoever said hashtags are for losers, never got asked to star in a fashion ad. From now on, I’m #hashtagging #everything.