Fashion is all about juxtaposition and contrast, and the simple Proenza Schouler Spring/Summer 2015 ad campaign is an exercise in those very things. The campaign positions the models in loose, flowing clothes that have lots of movement in rooms populated by geometric shapes, which also have a slight '70s feel.
While Proenza Schouler's images boast clothes with an airy, summery, and breathable vibe, there's one element that this campaign shares with so many other S/S 2015 ad images — the "no makeup" makeup look. Heavy makeup is almost totally absent this season, with faces that feel (and look) fresh and bare taking over. Here, center-paired, outta-the-shower hair hangs without much in the way of fuss or styling — but the effect is striking.
This aesthetic makes sense, since most people don't want to be too "done" during the warmer seasons. But the Plain Jane-ness of the Proenza Schouler ads is inherently sexy and refreshing, and puts them on the street style level. The model is Julia Bergshoeff, who does plain and simple beautifully. Her stare and posture remind me of a young Tilda Swinton.
The clothes offer a hint of boho chic. There's even an element of festival wear here. Who wouldn't want to toss one of the dresses or skirts on while at Coachella or any of the many festivals that will start happening across the country next in March?!
There's nothing too fussy about this look, which is why I love it.
This take on menswear is literal but show-stopping. It reminds me of one of my Italian grandfather's Sunday dinner suits repurposed.
This dress has that mod '60s energy.
Fringe! That's definitely festival-friendly. So is undone hair.
Those unique sleeves are my fave thing about this outfit.
Images: Proenza Schouler (6)
