Proenza Schouler's AW14 campaign is colour in motion

Julia Bergshoeff takes a sideways glance for photographer David Sims – check out this exclusive cut from the campaign

Fashion News
ps-fw14-ad-campaign-europe
An exclusive image from the Proenza Schouler AW14 campaign Photography by David Sims, styling by Marie Chaix

If SS14 saw the Proenza Schouler boys conjure tough rose-gold breastplates and sinuous metallic dresses, their AW14 collection is all hot colours, distorted Pollock prints and sculptural silhouettes. Little wonder that their new Marie Chaix-styled campaign strives to capture that same electric sunset glow, setting into motion the energy, action, and color explored on the runway.

In this exclusive image (above), photographer David Sims catches Netherlands-born rising star Julia Bergshoeff (DNA) in the middle of shooting a sideways glance, the viewfinder's perspective tipping to catch her eyes. Maybe it's suggesting we're all tilting at windmills to enter Jack McCollough and Lazaro Hernandez's world – but to be honest, theirs is the kind of slant we'd like to have on life.  

In an April interview with Dazed, Hernandez explains the process behind their perspective-altering collections: "I don’t know how to explain, just that we don’t overthink it. We’re like, ‘Oh, I need a colour for this thing,’ and a car goes by with a great colour on it and we’re like, ‘Oh, that’s a great colour.’ Just like that, we’re picking up information from living, and it feels contemporary somehow."

Take a look at the rest of the campaign below; read our AW14 show report of the collection here or check out our backstage images in the gallery above. 

Julia Bergshoeff Proenza Schouler AW14 campaign David Sims
Julia Bergshoeff in the Proenza Schouler AW14 campaign Photography by David Sims, styling by Marie Chaix
More Fashion