Proenza Schouler has released its ad campaign for fall 2016, as photographed by Zoë Ghertner and styled by Marie Chaix. It features label fave model Julia Bergshoeff and Selena Forrest, who was found through a street casting. Shot in Los Angeles with the models standing on ladders, the back drop is not the famous beaches the city is known for, but an industrial backdrop that speaks to the artsy rebirth over the past few years of some of the city’s neighborhoods rooted in manufacturing.
According to label designer Lazaro Hernandez, who spoke with WWD, the aim of the campaign is “to capture an attitude of complete individualism, strength and a celebration of diverse beauty that feels deeply relevant in today’s world.” Designer Jack McCollough added, “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 ’60s and ’70s.” Look for the ads to appear in biannual editions of CR, Double, Love, Self Service, Pop, Garage, Purple and the Gentlewoman.
For more info on the campaign, visit ProenzaSchouler.com.