Since founding their label seventeen years ago Proenza Schouler Creative Directors Jack McCollough and Lazaro Hernandez have been steadily climbing New York City’s echelons to become one of the most sought after artisanal design houses. So it should come as no surprise that their most recent campaign is set in a tower glass skyscraper high above the city scape.
Lensed by Pierre-Ange Carlotti with a short film by Eddie Whelan the campaign projects a casual stand-offish flare from protagonists Binx Walton, Lara Mullen, and Lina Zhang. The campaign was shot at twilight as car headlights provide subtle background depth to shots that remind the viewer the collection is day-to-night wear for urbanities ready to prowl.
Proenza Schouler has the opportunity to own the art scene crowd which makes The Impression ponder all the ways to do so as well as what their ad campaigns could be should the duo decide to step aside from traditional fashion narrative to embrace a more distinctive path. There are plenty of contemporary artist but few who generate memory which is an element the campaign would benefit from. How can the imagery stay with the audience long after they have seen it is a good jumping off point for next season. The answer is likely in the galleries the duo already patrol, after all, no-one lives for the glass tower office, but art on the other hand.
Proenza Schouler Creative Directors | Jack McCollough and Lazaro Hernandez Photographer | Pierre-Ange Carlotti Director | Eddie Whelan Models | Binx Walton, Lara Mullen & Lina Zhang Stylist | Camilla Nickerson Hair | Holli Smith Makeup | Dick Page Casting Director | Ashley Brokaw