Proenza Schouler Fall 2023 Ad Campaign 2023

About

For the Proenza Schouler Fall 2023 ad campaign, creative directors Jack McCollough and Lazaro Hernandez tap into the effortless, enigmatic cool of actress Chloë Sevigny to anchor their latest collection. Captured through the lens of photographer Davit Giorgadze, the imagery transcends standard luxury fashion houses marketing by embracing a stark, restrained visual language. The project relies on the tension between high-fashion tailoring and raw, authentic portraiture, utilizing a blend of natural light and moody studio strobe to define the silhouettes. Whether she is draped in voluminous faux fur or sharp, oversized leather suiting, Sevigny embodies a quiet intensity that feels both intimate and imposing. The campaign expertly leans into editorial minimalism, stripping away extraneous noise to focus on the interplay of tactile materials—smooth leather, crisp cotton, and plush shearling—against neutral, unassuming backdrops. With hair by Joey George and makeup by Emi Kaneko, the beauty aesthetic remains deliberate and understated, allowing the structural integrity of the garments to command attention. By utilizing low-key chiaroscuro techniques alongside brighter, open-frame portraits, Giorgadze balances the collection's duality, presenting a cohesive, high-contrast narrative that feels timeless. This series serves as a masterclass in modern brand positioning, proving that when the casting and composition align perfectly, the clothing speaks with a singular, authoritative voice that requires no embellishment.