Proenza Schouler Promotes Girl Power In Their Spring Campaign
We have come so far since the glory days of the mid-90s, when the Spice Girls declared “Girl Power” across the universe, igniting fire in the hearts of pre-teen girls and fear in every old traditionalist man. Now, one of the newest and most audacious design teams in the fashion world is taking a bold step for female empowerment.
Proenza Schouler assembled an all female team to create the brand’s Spring 2016 campaign. All female, that is, except for Jack McCollough and Lazaro Hernandez—Proenza’s founders and head designers. Zoe Ghertner photographed models Serena Forrest, Olympia Campbell, and Nicole-Antonia Spagnola in looks styled by Marie Chaix for the sun-drenched photos, which are at once modest and exquisite. Featuring models devoid of any makeup, shot in front of a stark white, concrete wall, the photos let the clothes speak for themselves.
Designers McCollough and Hernandez told WWD, “The aim was to capture a kind of confident individualism we are consistently drawn to,” to be “deeply personal and completely honest.”
Although the designers have never actively promoted feminism in their work before this, it makes sense that McCollough and Hernandez would want to jump on the bandwagon. After all, feminism is more appealing to consumers than ever before, despite the fact that it has existed since virtually the beginning of time.
The ads are set to debut in the March issues of Vogue, Interview, and Harper’s Bazaar, among other fancy schmancy publications. Will the fashion brand tackle the wage gap for their Fall 2016 campaign? We will have to wait and see.
Stay tuned to Milk for more feminism.