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.
“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
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