Proenza Schouler Goes Into Free Fall for Spring 2017 Campaign

Joanna Elizabeth

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Published February 5, 2017

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Updated July 13, 2022

Selena Forrest stars in Proenza Schouler's spring-summer 2017 campaign
Selena Forrest stars in Proenza Schouler’s spring-summer 2017 campaign

For its spring-summer 2017 campaign, Proenza Schouler unveiled a short video featuring models in free fall. Zoe Ghertner returns to capture models Natalie Westling and Selena Forrest diving onto safety nets in the new season’s breezy designs. The film is set to the electric track, ‘The Claw’ by Cut Hands. Playful prints and modern shapes stand out in the colorful shots. Brian Molloy styled the advertisements with hair by Nikki Providence and makeup by Fara Homidi.

Related: See Proenza Schouler & Barneys’ Exclusive Collection

“We were interested in the idea of movement, of freedom,” Proenza Schouler designers Jack McCollough and Lazaro Hernandez told WWD.  The statement continues, “[A] spirit we felt would best be captured on video rather than through traditional still photography. Ghertner shot the video and interpreted the mood and energy of the collection in a way that felt new and exciting to us.”

Proenza Schouler Spring/Summer 2017 Campaign

Natalie Westling stars in Proenza Schouler's spring 2017 campaign
Natalie Westling stars in Proenza Schouler’s spring 2017 campaign
An image from Proenza Schouler's spring 2017 advertising campaign
An image from Proenza Schouler’s spring 2017 advertising campaign

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