Proenza Schouler’s New Direction

Published July 23, 2015

Proenza Schouler launched its Fall/Winter 2015 campaign this morning, introducing an entirely new aesthetic direction for design duo Lazaro Hernandez and Jack McCollough. Shot by David Sims, the campaign’s six images document four slightly blurred models (marking the first time the label has featured more than one model in a campaign) as they interact within a white-walled, cement-floored room. The setting is pristine like a Chelsea gallery, naturally allowing the main focus to be the clothing and drawing attention to its fluidity.

“We wanted David to approach the campaign in a very uninhibited and spontaneous way, much as we did with the collection,” designer Lazaro Hernandez says. “[There was] no preconceived notion of what the final result should look like.”

Given carte blanche, with art director Peter Miles and stylist Marie Chaix by his side, Sims’ style might seem haphazard but is seamlessly strung together by the cool toned palette and continuous sense of movement. Starring Anne Catherine Lacroix, Karolin Wolter, Liisa Winkler, and Liya Kebede, the film-still like photos depict the girls as they fight against each other, pace with slightly confused, yet determined gazes, and even sensually stare at each other when backed into a corner. The muted colors, paired with the white backdrop, mimic the weather to come.