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Land of the free, home of the brave; American craft is put on full display in Proenza Schouler’s Fall 2018 ad campaign, shot by photographer Zoe Ghertner.

The New York-based House’s creative directors Jack McCollough and Lazaro Hernandez, alongside Jen Brill with Brill Brill Studio, chose to feature American model and actress icon Amber Valletta in a dreamlike American landscape of desert greenery and telephone lines.

In a recent press release, the brand explains the reasoning behind the campaign. “The clothing she wears… embody the spirit of freedom and of the great outdoors found throughout the collection,” the company released. “Albeit with a modern, hard-edged sensibility integral to Proenza Schouler.”

Along with the contrasting views seen in the clothing, the harsh background of electrical wiring and transformers is juxtaposed with the rose garden beneath them. It is definitely a different approach, but the house has done it in a way that meshes with their message, making the entire campaign very cohesive.

With this, the campaign touches on the fundamentals of American society, while also keeping it contemporary and original. Despite the theme of nationalism, here is to this campaign reaching the attention of fashion fans globally.

Proenza Schouler Creative Directors | Jack McCollough & Lazaro Hernandez
Agency | Brill Brill Studio
Creative Director | Jen Brill
Photographer  | Zoe Ghertner
Model | Amber Valletta
Stylist | Camilla Nickerson
Hair | Tamara McNaughton
Makeup | Susie Sobol
Casting | Ashley Brokaw