Proenza Schouler Sets Sail For Summer

In a world where fashion moves faster than ever, Proenza Schouler’s S/S 25 campaign offers a refreshing reminder to slow down and unwind. Captured through Tim Elkaïm’s lens and styled by Charlotte Collet, the campaign exudes a mood that’s both refined and relaxing. Reclining by the pool, the striking model lounges in a sea of blue-and-white stripes, wearing a fringed dress that strikes the perfect balance between beach-ready ease and sophisticated city elegance.

It’s evocative of the creative world of Jack McCollough and Lazaro Hernandez, the visionary duo and founders of Proenza Schouler. Never shying away from bold statements, their work has long been characterised by a deep understanding of the modern woman—one who embodies strength and grace, sophistication and edge. Transcending fleeting trends, their S/S 25 collection embraces timelessness.

With the announcement that the pair are stepping down from the brand they founded in 2002 after studying at Parsons School of Design, their departure marks the end of an era. This campaign may well serve as a visual love letter to a new chapter in their ever-evolving creativity. If stripes symbolise movement and direction, then it’s clear these two designers are boldly forging ahead without losing sight of the aesthetic DNA that built their reputation.

The campaign’s sharp yet soft visuals are as much about the clothes as they are about the Proenza Schouler lifestyle: chic, unfussy, and endlessly captivating. Whatever the Proenza boys do next, we hope they carry this philosophy with them.

The collection is already available online at proenzaschouler.com the brand’s new flagship location at 153 Mercer Street, New York.