Proenza Schouler Creative Directors Jack McCollough and Lazaro Hernandez have collaborated with Photographer Pierre-Ange Carlotti and Director Eddie Whelan to bring a Spring 2020 ad campaign that could possibly tip the philosophical debate for the preference of style over substance. The campaign film in particular is a strong, satisfying example of how style can be elevated through the use of light and sound to such a degree that it essentially becomes the substance, due to the visceral quality of the resulting experience.
Because the styling is such a predominant element of the campaign, it seems appropriate to start off by complimenting the hair and makeup by Camilla Nickerson, which gives a gently moody, slightly retro-80’s feeling to the campaign. Predominantly featured in the still photography, the big hoop earrings, slicked-back hair wrapped in bindings, and thick bushy brows are simultaneously contemporary and nostalgic. What drives the campaign however is the film, in which the soundtrack builds up to a vibrating synth that is perfectly calibrated to the flashing strobes from atmospheric elements, such as headlights and fluorescent scaffolding. The film has been slowed down to a point in which each individual wave of light is visible, as are soft fluctuations of fabric and muscle as the women stroll through the urban landscape, and this combined with the musical effect is quite scintillating. The precise execution of the film component is what makes the campaign successful, infusing the clothing and the brand with distinctly metropolitan desirability.
Proenza Schouler Creative Directors | Jack McCollough + Lazaro Hernandez Photographer | Pierre-Ange Carlotti Director | Eddie Whelan Models | Maartje Verhoef, Lina Zhang, & Achenrin Madit Stylist | Camilla Nickerson Casting Director | Ashley Brokaw