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Proenza Schouler explores control through Fall 16 ads

FashionBy Sunday World
Proenza Schouler explores control through Fall 16 ads

Proenza Schouler explored the themes of "control and release" with its female-led Fall 16 campaign.

Designers Jack McCollough and Lazaro Hernandez hired a host of ladies to work on their latest advertisements, starting with photographer Zoe Ghertner and stylist Marie Chaix.

Starring in the photos are Selena Forrest and Julia Bergshoeff, who Jack and Lazaro have worked with before, along with newcomer Alexa Peralta, who was scouted through a street casting.

The shots were taken Los Angeles, with some showing Selena and Julia posing on ladders in what appears to be a parking lot, with greenery behind them.

"Themes of control and release in its many forms were explored, as were references that influenced the collection’s development, namely that of American art of the Sixties and Seventies,” Jack told WWD.

"Mostly, however, 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,” Lazaro added.

Other women involved were hairstylist Nikki Providence and make-up expert Fara Homidi. The campaign will appear in biannual editions of magazines like Love, Purple and CR Fashion Book.

Proenza Schouler continues to be a go-to brand for celebrities, with Swedish actress Alicia Vikander recently dazzling in a black halter-neck, off-the-shoulder dress for the Madrid premiere of Jason Bourne. Margot Robbie also rocked one of their designs in London while promoting The Legend of Tarzan, opting for a cute black printed dress.

In June (16) the label announced it had hired a new chief executive officer in the form of Judd Crane, who will replace Ron Frasch in September (16). Jack and Lazaro shared at the time how excited they were to welcome Judd on board, telling WWD: "He has the impressive leadership skills and the ambition needed to drive the business during its next phase of growth and we are very much looking forward to having him on board."

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