Fashion

Proenza Schouler's 2017 Spring Campaign Is a Metaphor on Modern Womanhood

Watch Natalie Westling and Selena Forrest bounce back with grace.

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Proenza Schouler's 2017 Spring Campaign Is a Metaphor on Modern Womanhood

Watch Natalie Westling and Selena Forrest bounce back with grace.

For Spring 2017, Jack McCollough and Lazaro Hernandez opted out of shooting a Proenza Schouler print campaign, opting instead for a short visual to convey their vision. It’s only a 40-second spot but doesn’t skimp on the message — women are strong and capable of bouncing back from anything, especially in this modern time. NathanWestling and Selena Forrest seemingly fall from the sky without trepidation, a graceful testament. The designers explained:

“We were interested in the idea of movement, of freedom — a spirit we felt would best be captured on video rather than through traditional still photography. Zoe Ghertner shot the video and interpreted the mood and energy of the collection in a way that felt new and exciting to us.”

Watch the campaign video above.

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