Described as a “personal and historical ode to Bruges, Belgium and the Flemish Primitives”, we’ve never seen a fashion campaign quite like Belgian brand Y/PROJECT‘s SS17 images. Mixing oh-so-2017 silhouettes with elements of streetstyle photography, set against the beautiful architecture of Bruges, the campaign is a homage to all the people close to designer Glenn Marten’s heart: the campaign features his godchildren, grandparents, childhood friends and even Bruno Pieters, his mentor at the Royal Academy of Fine Arts.

“Growing up in Bruges has really influenced my aesthetic,” says Glenn Martens of his hometown. “I think this is why I wanted to return there to shoot the new campaign; to reaffirm where I come from and also the codes of Y/PROJECT.” Discover the full campaign images below.