Proenza Schouler Fall 2025 Ad Campaign

Review of Proenza Schouler Fall 2025 Ad Campaign by Photographer Tim El Kaïm with models Binx Walton, Henry Kitcher, Julia Nobis, & Mica Argañaraz

There’s a sense of cinematic stillness to Proenza Schouler’s Fall 2025 campaign—a quiet, thoughtful epilogue to Jack McCollough and Lazaro Hernandez’s tenure at the house they founded. Photographed by Tim El Kaïm in the same mid-century New England home used for their fall lookbook, the campaign feels at once deeply intimate and architecturally expansive. A final signature before the duo steps into their next chapter at Loewe, it doesn’t shout its intentions but lingers in the space between refinement and memory.

The setting itself does heavy emotional lifting: polished yet worn wood walls, vintage blinds, and poured afternoon light turn the interiors into more than just a backdrop. It’s not hard to imagine Donald Judd nodding in approval—his Marfa installations come to mind here, where restraint, order, and warmth converge. The light becomes a collaborator in these images, draping the models in a glow that shifts sculptural pleats into something near spiritual. In this way, Dan Flavin’s language of color and light quietly flickers at the edges of the frame.

The garments speak in a low, confident register. Draped jersey gowns wrap and suspend with ease; sharply tailored coats rest on narrow shoulders with studied precision. While no look screams, each hums with quiet control—like characters in an Eric Rohmer film, where narrative unfolds not through action but through gesture, posture, and space. There is something almost literary in the way the clothes interact with their surroundings, like an epistolary exchange between person and place.

Mid-century references abound, not just in the wood and stone detailing but in the collection’s demeanor: it feels at home in a world shaped by Charles and Ray Eames, where form follows function with grace. And while the interiors suggest stability, the fashion itself leans into controlled motion—a drape unfurling, a sleeve folding against the body—never static, always transitioning. That push-pull between control and release is perhaps the duo’s most consistent design principle, one they’ve executed here with a touching sense of ease.

There is a poetic rhythm to the casting as well. Models Binx Walton, Henry Kitcher, Julia Nobis, and Mica Argañaraz bring a lived-in intelligence to the clothes. Their presence—cool, knowing, grounded—adds texture to the space and gives the campaign its emotional undercurrent. They don’t simply wear the collection, they inhabit it, as if caught in a private moment within a familiar room.

As farewells go, this one avoids nostalgia in favor of atmosphere and clarity. The final image of McCollough and Hernandez at Proenza Schouler is not a grand finale but a meditation on creative space—literal and figurative. It captures what they do best: framing modernity not as spectacle but as intention, proportion, and care. If this is the prologue to their next act at Loewe, it’s an eloquent one.