Apart from brilliant, Jack McCollough and Lazaro Hernandez are deliberate if anything. Nothing is ever really left to chance, which is part of what makes Proenza Schouler White Label so intriguing. The advertising campaign for Pre-Spring 2020 broke this week and features house favorite Selena Forrest, the casting of whom sends a strong signal to Proenza Schouler faithful that this collection is faithful to its origins. Selena after all made her debut for Proenza Schouler and over the years has featured in a number of its advertising campaigns and shows. By all accounts, this campaign which was shot on the streets of New York ought to go the distance to generating sales at price points worthy of celebration.

Visit proenzaschouler.com to shop this collection.

Credits include: Client, Proenza Schouler; Campaign, White Label Pre-Spring 2020; Creative design, Jack McCollough, Lazaro Hernandez; Creative direction, Kevin Tekinel, Charles Levai; Photography, Tim Elkaim; Styling, Brian Molloy; Hair, Lucas Wilson; Makeup, Seong Hee; Casting, Rachel Chandler at Midland.

Selena Forrest for Proenza Schouler White Label Pre-Spring 2020 (Photography: Tim Elkaim)

Selena Forrest for Proenza Schouler White Label Pre-Spring 2020 (Photography: Tim Elkaim)