Proenza Schouler - Fall/Winter Campaign 2010-2011

Knighted by the high court of American fashion, the Proenza Schouler duo has since succeeded in winning over a large group of fashionistas. It was time to enter into the big kids playground once and for all by communicating on their image.

Until now, the impact of their shows, the distribution of their collections in the best locations on the planet, the benevolence of Anna Wintour in their regard, as well as the enthusiasm of the fashionistas towards their now iconic PS1, had allowed Lazaro Hernandez and Jack McCollough to ignore advertising. The label was able to take its time to consolidate its bases before having to provide for a publicity budget.

This being said, when trying to carve out a lasting place in the minds of the consumers as well as in the good graces of the magazines, image communication becomes an obligation. For Fall 2010, Proenza Schouler have thus decided to go for a heightened visibility.

Knowing that the label's sales are stronger than ever before (simply evoking a Proenza Schouler piece is enough to make many fashionistas salivate), we would have liked to have seen the duo use their success to dare to create a more innovative ad campaign. Instead, their first incursion into the world of advertising resulted in superficial, uninteresting images...

Regardless of the talent of their models (Kenny and Tati Cotliar), the photos taken by Dan Jackson are so completely lacking in panache that they run the risk of being quickly forgotten. By concentrating on the commercial aspect, Proenza Schouler may be watching their backs, but they are also losing out on a chance to enrich their universe with a strong and striking iconography.

We simply have to hope that the short film, Act Da Fool (filmed in 8mm by Harmony Korine for the launch of their fall/winter 2010-2011 collection), will add the soul that is missing so noticeably from the Dan Jackson photos.

"Act Da Fool" will be shown as of September on the label's website.