Proenza Schouler Fall 2024 Ad Campaign

Review of Proenza Schouler Fall 2024 Ad Campaign by Creative Directors Jack McCollough and Lazaro Hernandez and Photographer Zoë Ghertner with model Jeanne Cadieu

Proenza Schouler masters subtle complexity with its new Fall 2024 campaign by photographer Zoë Ghertner.

Though the campaign comprises just three images, Ghertner achieves an impressive range of textural depth through her visual conversations with the collection’s unique material palette. From organza to uniquely printed denim to fluffy and flowing wool knits, the designs thoughtfully curate an eclectic range of fabric choices into a cohesive yet expansive identity. By capturing model Jeanne Cadieu in front of unassuming yet tactile settings and set pieces – a scaly stucco structure, a moped wrapped in a stretchy cover, a whitewashed cinderblock wall – Ghertner further sets off this rich textural interplay. The color palette, too, is strikingly pushed through a juxtaposition of neutrals and fields of bold red.

At once delicate and down to earth, the campaign is another nice extension of Proenza Schouler’s design spirit that feels both classic and surprising, elegant and minimal yet with an air of artful experimentation.