Proenza Schouler Spring Summer 2013 Ad Campaign Video
Proenza Schouler have just released a video to advertise their Spring Summer 2013 collection to coincide with the launch of their rebranded site ProenzaSchouler.com. There is a seamless aesthetic running through the site and the SS13 advertising campaign in both still and video images.
The brand, whether under Jack McCollough or Lazaro Hernandez impulse, shows a genuine interest in the art of videos. Last year, in his video curation for Modeconnect, Fashion Make-up Artist Thom Tickelmouse had included a 2010 commission from Proenza Schouler to film director, producer and screenwriter Harmony Korine that had resulted in the ground breaking Act da Fool.
When presenting their SS13 collection McCollough explained that it explores “a mix of technology and craft”. One thread of their inspiration was to transform random photographs found on Tumblr to look like the over-painted work of German artist Gerhard Richter.
This is the story told by this new video directed by David Sims with Eddie the Wheel. The music is Sight Seer by Grass Giraffes. The models are Irina Nikolaeva and Julia Nobis.
Three photographic spreads for the SS13 press campaign released mid January 2013.