Free Association with Proenza Schouler

Published March 19, 2015

For their Spring 2015 campaign video, which premiered today, Proenza Schouler’s Jack McCollough and Lazaro Hernandez found their inspiration close to home, tapping friends of the brand like Liv Tyler, Chloë Sevigny, Liya Kebede, Binx Walton, Olympia Scarry, and India Menuez, to star. The short, directed by Harley Weir and titled “Legs Are Not Doors,” takes a cue from  the revealing documentary series Taxicab Confessions and Real Sex.

Edited into a surreal, stream-of-consciousness style narrative juxtaposed with colorful tableaux of the details of the spring collection, the women eat, smile, share secrets, tell stories, and muse on a variety of topics. Sample dialogue includes: “I was quite a tomboy;” “I’ve always loved being a woman;” “Everything’s wet.” According to McCollough and Hernandez, “These are women who have kept us inspired over the years, each of them with unique qualities: a strength of character, an imperfect yet intoxicating beauty, a spirit of confidence, and most importantly, a kind of creative generosity that has made working together a truly memorable experience.” Sounds like the Proenza Schouler girl to a T.