“It has always been a goal of ours to fully develop a well-rounded and balanced collection that mixes the high-end with the everyday in a way that speaks to both personal friends and to the customer we’ve developed over the years,” says Proenza Schouler’s Jack McCollough and Lazaro Hernandez in a posted statement. Enter Maud Hoevelaken, star of the White Label Spring / Summer 2020 advertising campaign by photographer Brian Molloy. Maud is something of a new house favorite having walked twice and featured in a look book in 2019 alone. In this newly released campaign, an unflappable Maud goes about life in bustling Manhattan. Two-page treatments of the campaign pair Maud with found objects such as an injection molded zebra, apartment keys, a 35mm slide, all recovered from various pin drops throughout New York City. It makes for a fascinating campaign, sure to pique the curiosity of  the city’s residents and visitors alike.

Visit proenzaschouler.com to see more of this campaign.

Credits include: Client, Proenza Schouler; Campaign, White Label Spring / Summer 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.

Maud Hoevelaken for Proenza Schouler White Label Spring / Summer 2020 (Photography: Brian Molloy)

Maud Hoevelaken for Proenza Schouler White Label Spring / Summer 2020 (Photography: Brian Molloy)