Proenza Schouler

"White Label" Pre-Fall 2020 Ad Campaign

Laura Morgan brings strength and softness to the latest campaign by Proenza Schouler.

The New York based label, led by the creative director duo of Jack McCollough and Lazaro Hernandez, introduces a more casual collection called “White Label” for Pre-Fall 2020. The collection is worn by muse, model, and multidisciplinary artist Laura Moran in photographs by Talia Chetrit.

Discovered while tending bar on a beach in Israel in 1998, Morgan soon became Alexander McQueen’s in-house model in London. Since then, she has worked in practically every medium, from costume design and photography to film and music, and collaborated with many influential artists. After a hiatus of over ten years, she recently made a return to modeling.

This campaign finds strength in an elegant simplicity. Chetrit captures Morgan as she stands on a white bed in front of white walls. Against this simple and homey backdrop, Morgan forms a commanding but inviting presence. Her wisdom from years of experience is recognizable, inspiring, and her beauty is timeless. She assumes different expressive poses, communicating a strong sense of self through body language, her eyes always fixed on the camera. This language becomes slightly recontextualized through each gorgeously tailored piece and its relationship to her body, whether a dress, pajamas, or a leather jacket – but its meaning remains the same.

Simple but beautiful, the campaign is a treat in its confident, collaborative artistry. Each creative deftly plays their role: the visionary designers, the poised model, the sensitive photographer. The result is a campaign that is as easy and comfortable as sliding under the sheets, but as boundless and beautiful as slipping off into a dream.

Proenza Schouler Creative Directors | Jack McCollough & Lazaro Hernandez
Photographer | Talia Chetrit
Model | Laura Morgan

Senior Fashion Writer | The Impression
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