Proenza Schouler is back on track with an all-girl squad for its fall 2016 fashion campaign shot in Los Angeles. Captured by Zoe Ghertner and styled by one of Proenza’s favorites – Marie Chaix, the Proenza Schouler fall 2016 ad campaign features stars Julia Bergshoeff, Selena Forrest, who also walked for the Proenza Schouler spring 2016 runway show, and habitué Alexa Peralta, who starred in three other ad campaigns for the fashion house.
The designer duo of the house wanted the campaign to fully represent the Proenza Schouler FW 2016-17 collection, both in all of its characteristic traits and philosophical motifs.
“Themes of control and release in its many forms were explored, as were references that influenced the collection’s development, namely that of American art of the Sixties and Seventies. Mostly, however, the aim was to capture an attitude of complete individualism, strength and a celebration of diverse beauty that feels deeply relevant in today’s world,” Proenza’s designers Jack McCollough and Lazaro Hernandez said in an official press note.
On a gritty urban setting, namely ladders, fences and crumbling-looking warehouses, which create an appealing contrast with the collection’s clean cuts and neutral color palette, the campaign features all of the collection’s must-have staples, the most interesting out of which are surely the few yellow and red colored pieces.
Overall soft and with lots of references from the American art scene form the Sixties and Seventies, both the campaign and the line-up focus on wrapping and tying motifs, accentuating the tailored lines of the pieces by juxtaposing austere ladders and geometric-cut accessories either with deconstructed, contemporary suits, or sinuous dresses in crêpe fabrics.
Julia Bergshoeff, Selena Forrest and Alexa Peralta, gracefully perching on the tops of the ladders, are seen either showing off the collection’s double-breasted jacket plus the softer, billowy tailored pants, or one of the lineup’s more formally elegant proposals, namely an imposing off-yellow dress and a modern off-red mid-calf frock.
Besides individuality and diversity, the campaign celebrates one of the fashion house’s brand new It-items too: the Hava Bag. Said to be the natural evolution of the iconic PS1 handbag, the Proenza Schouler Hava Bag is definitely sharper and closer to the fashion house’s new aesthetics, as well as to the collection’s juxtaposing motifs.
For those who would love to have a look at the campaign’s printed version, it is going to appear in the September issues of Double, Love, Pop, CR, Self Service, Garage, Purple and the Gentlewoman.
Photos courtesy of Proenza Schouler