This season was full of ideas from ‘70s and we have had enough evidence of it watching the runway shows of major fashion designers for the upcoming seasons. The latest ad campaigns mostly continued the basic ideological concept of their collections creating an enhanced version of a show-up. The same can be stated about the New York design house Proenza Schouler, which has released its new advertising campaign for their fall collection. You do remember the shabby chic fashion show in New York Fashion Week, where the designers Lazaro Hernandez and Jack McCollough fascinated us with a focus on tweed and edgy, spiky pieces. The Proenza Schouler fall 2015 ad shots, captured by the British photographer David Sims, have some kind of loose, casual and effortless character as if depicting a scene from a motion.
The art director of the Proenza Schouler fall 2015 campaign, Peter Maisel has brought into practice the nutty idea to depict the pieces in movement while capturing still and sound shots. Sounds crazy, right? But just taking a look at the pictures you will understand it yourself. The campaign features striking beauties the Ethiopian supermodel and designer Liya Kebede and the Canadian fashion model Liisa Winkler, who have already captivated us at the runway show. But these girls are not alone: they collaborate with their no less influential peers German model with ocean-blue eyes Karolin Wolter and the Belgian fashion model with a degree in political sciences Anne-Catherine Lacroix. Do you also find here something against the teen model concentration in fashion lately? We cannot tell for sure, but the designers probably chose the girls to show the long-lasting inspirational influence that the beauty of these women has on them.
In the pictures the models appear in static poses of entire improvisation, which shows the jagged edges of the pieces they wear. The runway-opening light grey rather unfinished tweed jacket with a patterned skirt, the orange-brown long-sleeve spiky dress with open shoulders and torn edges make a stylistic duo with Liya and Liisa wearing them standing on one side of the shot. They seem to be with and without the other two girls at the same time, who stand closer to the front view having stunning grey and rust monochrome coatdresses with ridged edges on. On the other picture the girls created a fussy-calm mob of models walking in varying from each other directions and rocking the splendid pieces that we cherish to have now. We once again get to adore the stunning transparent black and red garments with many well-organized dots and circles on them that give some ethnic touch to them. And the glittery jagged light grey and red dresses of indefinite length look absolutely enchanting as well. Of course, the signature black web tights of the collection are teamed with all the pieces in the pictures. Quite notable is also the natural no-makeup look of the girls with wavy hair styled with a black ribbon.
This chaotic chic campaign, captured in the gallery Algus Greenspon in New York, differs from every other advertisement we have seen this season, which is the strongest part of it. The ads should contain novelty, reality and a cup of spice touch to catch and keep the people’s attention, and this campaign totally nailed it!
Photos courtesy of Proenza Schouler