Model lying on a white wood plank floor wearing a black and white top and trousers with white typography overlaid.

Model wearing a red dress reclining on a red blanket against a red backdrop with a potted plant.

Model wearing a blue and white striped dress and blue sneakers seated on patterned cushions in a studio.

Model in a blue and white striped dress reclining on a striped cushion for Proenza Schouler

Model in a red dress reclining against a red backdrop for the Proenza Schouler Spring 2025 ad campaign.

Close-up portrait of a model wearing a dark jacket and striped shirt holding a black handbag for Proenza Schouler

Model seated on a white planter wearing a striped blue shirt and holding a black leather handbag against a clean studio background

Model Betsy Gaghan lying down wearing a strapless top against a white paneled wall for Proenza Schouler

Model wearing a blue and white striped shirt holding a large black leather handbag against a plain background

Model seated on a white floor wearing a white shirt and fringe skirt, holding a white handbag against a plain wall.

Model crouching wearing a white buttoned shirt and fringe skirt with a white bag for Proenza Schouler

Model standing against a white backdrop wearing a black double-breasted jacket and light grey trousers

Model lying on white wooden floor wearing strapless black and ivory dress for Proenza Schouler

Proenza Schouler Spring 2025 Ad Campaign 2025

About

The Proenza Schouler Spring 2025 ad campaign is a masterclass in modern luxury fashion photography, defined by its crisp execution and stark, graphic sensibility. Under the vision of creative directors Jack McCollough and Lazaro Hernandez, the campaign leans into a high-key, minimalist aesthetic that allows the collection’s intricate textures—from frayed fringe edges to structured knitwear—to take center stage. Captured by photographer Tim Elkaïm, the editorial imagery employs a calculated interplay of natural light and studio strobe to maintain an impeccably bright, even tone across every frame. Stylist Charlotte Collet leans into a palette of bold primaries and sharp monochromatic contrasts, while set designer Eric Mestman introduces subtle organic elements, such as lush greenery, to anchor the otherwise sterile, polished environments. Models like Betsy Gaghan ground the elevated silhouettes with a direct, unflinching gaze, perfectly embodying the brand’s signature blend of downtown ease and high-fashion rigor. Through this intentional mix of commercial clarity and editorial portraiture, the project crafts a cohesive visual narrative that emphasizes the tactile nature of the garments. The result is a series of portraits that feel simultaneously timeless and immediate, proving that true luxury thrives in the space where refined composition meets the raw texture of the fabric.