Proenza Schouler Pre-Fall 2022 Ad Campaign

Proenza Schouler

Pre-Fall 2022 Ad Campaign

Review of Proenza Schouler Pre-Fall 2022 Ad Campaign by Photographer Thistle Brown with models Lexi Boling

by Aidel Townsley

Proenza Schouler launches their White Label collection with a campaign featuring model Lexi Boling, photographed by Thistle Brown. The collection, meant to be a mix of high-end and everyday wear, that founders Jack McCollough and Lazaro Hernandez call “relevant to the way people dress today,” embodies laid-back yet distinctively meticulous attitude. 

Model Lexi Bolinge lounges on a wrinkled cotton bedding and sofa chair, perhaps inspiration for the ruffles of the dress and the pleats of the matching set featured. Bare-faced makeup by Ayaka Nihei combined with slick-backed hair by stylist Matt Benns mixes to the tune of upscale lazy chic. The campaign is minamilistic and bold.

Photographer | Thistle Brown
Models | Lexi Bolinge
Hair | Matt Benns
Makeup | Ayaka Nihei
Casting Director | Rachel Chandler
Designer | Jack McCollough + Lazaro Hernandez
Set Designer | Eric Mestman