Taking the reins from it-girls Weyes Blood and Chlöe Sevigny, actor, model, author and activist Pamela Anderson has just been unveiled as Proenza Schouler’s latest muse.

In a new Spring 2024 campaign shot by photographer Davit Giorgadze, Anderson is photographed lounging around, staring down the camera, and clutching a plastic shopping bag while modelling different stripped-back Proenza looks – from a mesh fishnet maxi dress layered underneath a boxy blazer, to kitten heels slipped over tights and a bright red high-neck knit top with sleeves tied up over her chest (a modern-day homage to her iconic red Baywatch swimsuit, perhaps?).

Keeping with the cool-girl, gimmick-free looks, Pam appears bare-faced in the images with minimalist make-up – a practice she has upheld through most of her public appearances and work projects since her long-time make-up artist Alexis Vogel passed away in 2019. “I feel like it’s just freedom,” Anderson shared in a Vogue France “GRWM” video last year, referencing how embracing her age through bare-faced make-up has helped her to shed the beauty standards she has been subjected to throughout her career. “I don’t want to compete with the clothes.”

Of course, this isn’t Anderson’s only big fashion moment as of late. In fact, Anderson has been mothering all across the fashion world over the past year – from serving looks at SS24 Paris Fashion Week to posing on a flower in Heaven by Marc Jacobs’ AW22 campaign, walking the red carpet at the 2023 Fashion Awards, opening up Boss’ SS23 runway show, and selling her tiny, Baywatch-style bikini collab with swimwear brand Frankie’s Bikinis.

None of this, however, is new to Anderson who – during the 90s and 00s – appeared as the face of Vivienne Westwood for its SS09 campaign, posed on the covers of numerous fashion magazines, and appeared in campaigns shot by Juergen Teller – all alongside an endless bank of legendary slinky, fuzzy, and leather-clad street style looks (yes, the internet is still obsessing over them to this day). 

Check out the Proenza Schouler Spring 2024 campaign above.