Proenza Schouler Spring 2025 Ad Campaign

Review of Proenza Schouler Spring 2025 Ad Campaign by Photographer Tim Elkaïm with model Betsy Gaghan

Proenza Schouler balances subtlety and boldness with its Spring 2025 campaign by photographer Tim Elkaïm.

In designing the collection, the brand’s erstwhile creative directors Jack McCollough and Lazaro Hernandez incorporated a graphic energy through blocky stripes and a play between primary colors and black and white into their more subtle reconsiderations of structure and texture.

Elkaïm’s portraits of model Betsy Gaghan draw their impact from this visual interplay, further extending the sense of tension, harmony, and contrast. In one image, he captures her in an alternating blue and white horizontally striped dress on a lounge chair with blue and white stripes of its own to create a clash of perpendicularity. Other shots set an all-red look against a red backdrop or an all-white look against a white backdrop, while potted palms echo the feathery fringe that appears across several pieces. The images are finished off with text in either royal blue or white, further extending the impactful color story.

On paper, the imagery sounds like a simple lookbook. But through the smart collaboration between Elkaïm, set designer Eric Mestman, and stylist Charlotte Collet, the seemingly simple visual elements intertwine to create a striking visual story. It’s a consistent approach that the brand brings to all of its campaigns, and that straight-forward-yet-not approach perfectly aligns with the Proenza Schouler design perspective itself.

As McCollough and Hernandez recently made the surprise announcement that they would be resigning from the brand they founded (with rumors saying they might be headed to Loewe), it will be intriguing to see whether and how this approach is maintained as the brand begins its next era and potentially pivots to a wider audience. For now though, we’re happy to get another last look at their vision for the brand.