Jack McCollough and Lazaro Hernandez, founders of Proenza Schouler decided to create a “deeply personal and completely honest” platform for the spring 2016 ad campaign. The crew ended up being entirely comprised of women, with stylist Marie Chaix and photographer Zoe Ghertner, and the designing duo’s personal and honest campaign came down to a bare simplicity, without any extraordinary scenery or outrageous aspects to distract the audience from taking in the essence of the product, and of the smaller details that each piece hides.
“The aim was to capture a kind of confident individualism we are consistently drawn to, and to explore the intimate and personal narrative that was an important subtext to the Spring 2016 collection,” McCollough and Hernandez said in a joint statement to WWD.
The Proenza Schouler spring 2016 campaign stars Olympia Campbell, Selena Forrest, and Nicole-Antonia Spagnola, who serve as the muses for this narrative the designers wanted to explore for the ads. Since the collection focused on such sensual apparel, this choice of a simplistic platform makes everything just a little bit sweeter.
The campaign was shot in Los Angeles against a concrete backdrop, and even though there’s not a lot going on in the shots, they are far from boring. This portrayal helps the viewer focus more on the clothes and products and their intricate details, without being diverted by a busy photograph, although it may not have been totally necessary to achieve this effect. When a designer chooses such a simple backdrop, it’s usually to allow a bright color or otherwise striking component to stand out. That’s something that makes this a unique campaign. Sure the embellishments are easier to notice, but they could have been just as stunning in a more intricate setting. This difference doesn’t make these aesthetic decisions any less enthralling, however.
Models were styled naturally, with nude makeup looks, acting as overall blank canvases to go along with the concrete slate. There were a lot of details that went into the creation of this collection, so this platform ensures that viewers can see the fine detailing, discretely complex construction, and unique embellishments. A majority of the collection was created in black and white, but there were splashes of reds, and a green introduced for the Proenza Schouler spring/summer 2016 campaign.
Sometimes the best idea for an ad campaign is to go back to the basics, and Proenza Schouler went completely back to the bare essentials for its showing. And with all things considered, the smaller details were able to shine through in a way unique to this type of setting.
The photos are set to hit official publication in March, where it will be seen in issues of Harper’s Bazaar, Vogue, Interview, and W. The ads will also be run in biannual publications like The Gentewoman, Love, Pop, Purple, and Self Service.
Photos courtesy of Proenza Schouler