Proenza Schouler’s art house campaign shot in Los Angeles with Zoë Ghertner
Proenza Schouler, named after the designers’ mothers’ maiden names, met while studying at Parson’s School of Design. By chance the designers Jack McCollough and Lazaro Hernandez decided to partner on their senior thesis which became their first womenswear collection as Proenza Schouler in 2002.
Over a decade later and the duo are still holding strong. The two recently celebrated a collaboration with MAC cosmetics in Paris. And have recently launched their new fall 2016 campaign which features the work of photographer and rising star Zoë Ghertner.
Jack and Laz took inspiration from Zoë Ghertner’s work- the elite “art partner” has worked with everyone from Céline to Hérmes and is known for her unique eye when capturing fashion. For the Proenza Schouler campaign this season American art in the sixties and seventies was the main theme of the campaign. The designers wanted to capture the diversity of the women who wear Proenza Schouler.
“Mostly, the aim was to capture an attitude of complete individualism, strength and a celebration of diverse beauty that feels deeply relevant in today’s world,” said Hernandez.
Jack McCollough and Lazaro Hernandez enlisted an all-female crew for the ads, working with photographer Zoë Ghertner and their go-to stylist, Marie Chaix, to shoot Selena Forrest; Julia Bergshoeff, with whom the designers have worked before, and Alexa Peralta, who was found through a street casting.
The art-house style campaign shot beneath the biting sun shines a bright light on one of fall’s most binding trends, ties and laces. Shot in Los Angeles, the images feature Forrest and Bergshoeff posed on ladders in what looks like an industrial parking lot, with a juxtaposition of tropical foliage and gritty warehouses and fences.