Proenza Schouler is a relative newcomer to the world of advertising, but it’s already daring to be different. For its spring/summer 2012 campaign, we see the fashion house forgetting about its model and focusing on its wares.
It seems a tad frivolous and somewhat disrespectful to pay for the expertise of Natasha Poly, only to sever her head, but that’s exactly what Proenza Schouler has done here. And personally I think the gamble pays off.
Firstly we find ourselves paying attention to the ad because it looks so different. Photographer Willy Vanderperre and stylist Olivier Rizzo have worked well together to create and ad that stands out from the pack. This isn’t the kind of commercial you’d simply flick past in a magazine.
And while we’re admiring it we’re zooming straight in at the fashions. We’re not drooling at it from a distance either. By cropping in close Vanderperre has captured the intricate weave of the handbag and the texture of those platform heels. On another ad we would have missed them, but here those devilish details are showcased people.
Is this unusual fashion ad a work of genius or was Proenza Schouler mad to ignore its rather expensive model?
