Proenza Schouler: White Label S/S 25

Mar 2025

Proenza Schouler’s White Label S/S 25 campaign captures the brand's signature minimalist womenswear through a series of stark, editorial portraits. The collection emphasizes architectural tailoring and relaxed silhouettes, ranging from structured leather outerwear and denim shirts to fluid pleated dresses and fine-gauge knitwear. Photographer Hedi Stanton utilizes soft natural light and a clean, neutral studio backdrop to highlight the garment textures and structural construction of the line. Fashion styling by Jay Massacret leans into an understated aesthetic, complemented by hair by Tsuki and makeup by Ayaka Nihei. Casting was directed by Rachel Chandler, with model Dana Smith featured throughout the series. The campaign relies on grainy, clean visuals to maintain a consistent, contemporary fashion editorial look.

Editorial, Vertical, Clean

Natural light

White Seamless

Advertising Campaign