Proenza Schouler Spring 2023 Ad Campaign Review

Review of Proenza Schouler Spring 2023 Ad Campaign with Photographer Davit Giorgadze with models Selena Forrest, Arca, & Kendall Jenner

Proenza Schouler shares a deceptively simple campaign for Spring 2023 shot by photographer Davit Giorgadze.

The campaign stars experimental electronic musician Arca alongside models Kendall Jenner and Selena Forrest, all of whom walked for the collection’s runway show. For the most part, the campaign sticks close to the brand’s established minimalist studio approach; Giorgadze captures his models with a stark directness, a feeling bolstered by the pared back set design that features just a few modernist chairs.

With this approach, the collection’s emphasis on texture shines through: intricate crochet, metallic knits, overstated hardware, cascading ruffles and fringe that suggest a liberated sense of movement even in the stillness of the photographs. The colors pop as well; much of the collection is black and white, but it is punctuated by graphic moments of acidic greens and blues, as well as a broad use of gold.

Finished off with the brand’s signature art direction – the letters of which are in some instances rendered in red for increased contrast – the campaign is another chapter in Proenza Schouler’s process of quiet evolution while staying timelessly true to itself.