Italian designer Stefano Pilati, who has served as creative director at Yves Saint Laurent and most recently at Zegna, has used his personal Instagram account to unveil a new brand called “Random Identities” on the image-sharing platform’s ‘Stories’ feature. For those well versed in Instagram, you’ll know that any kind of content posted using the ephemeral function expires after just 24 hours, making Pilati’s move even more perplexing.

As reported by the New York Times, the Berlin-based designer has been seen trawling the fashion week circuit this past SS18 menswear season, spotted at JW Anderson’s show at Pitti Uomo and at Paris Fashion Week Men’s, taking in Kim Jone’s Louis Vuitton show as well as the Berlin fashion upstart GmbH’s sophomore show, too. Busy, busy.

Having remained pretty quiet since departing Zegna, Pilati’s sudden appearance at fashion week has sparked whispers of a possible return to the fashion industry, and Pilatti seemed to confirm it himself with this wholly unexpected maneuver.

Using Instagram, Pilati quietly uploaded 17 looks in total from his brand new upstart, called Random Identities. Every single look is starkly monochrome, and shown on Pilati’s inner-circle – men and women alike. Pilati dubbed it “genderless and seasonless”, and as of right now, no details on production or points of sale have been announced.

Considering this is a designer who earned his stripes at the helm of the some of the biggest luxury brands on the planet, it’s a seriously subversive move to quietly announce a self-started collection on Instagram and offer up little-to-no details on what it all really means. According to Harper’s Bazaar, Pilati wants to gauge the public reaction to his latest project before making another move.

Watch a surreal video of the new project below, directed by Matt Lambert below, to mark Pilati’s unorthodox return to fashion.

For more fashion world movements, meet the guy behind the sickest custom denim on the internet.

Words by Kam Dhillon