Women’s bodies fall from sky. What sounds like yet another end of days sign is in fact the conceit at the heart of the Spring 2017 Proenza Schouler advertising campaign starring Selena Forrest. The all-digital campaign, which broke today, is centered around a short film by photographer Zoë Ghertner in which Selena is shown wearing various looks from the spring collection whilst dropping through the air into a sort of catch net employed by trapeze artists. “We were interested in the idea of movement, of freedom — a spirit we felt would best be captured on video rather than through traditional still photography. Ghertner shot the video and interpreted the mood and energy of the collection in a way that felt new and exciting to us,” designers Jack McCollough and Lazaro Hernandez said in a statement quoted by WWD. Last season it was Selena standing atop ladders, which makes this season only logical that she’d use that commanding height to spring into such bold action.

Please visit wwd.com to read more.

Credits include: Client, Proenza Schouler; Campaign, Women’s Ready-To-Wear Spring 2017; Clothing design, Jack McCollough & Lazaro Hernandez; Styling, Brian Molloy; Hair, Nikki Providence; Makeup, Farah Homidi; Casting, Ashley Brokaw.

Selena Forrest for Proenza Schouler Spring 2017 (Photography: Zoë Ghertner)

Selena Forrest for Proenza Schouler Spring 2017 (Photography: Zoë Ghertner)