The boys behind Proenza Schouler aren’t afraid of an offbeat reference. In recent years they’ve cited everything from Tumblr (Spring 2013) to Native American blankets (Fall 2011) to kooky Googie architecture (Spring 2012). And now, with their new spring 2013 ad campaign, we (and the folks over at Pop) are seeing shades of photographer John Divola’s late-’70s Zuma series, two of which can currently be seen at David Zwirner’s new space, The Upper Room.
Shot by David Sims, the campaign images feature models Julia Nobis and Irina Nikolaeva in the season’s colorful, collaged snakeskin and leather pieces in a rundown, graffiti-scrawled set designed by Poppy Bartlett at London’s Spring Studios. The portraits appear alongside abstract images that are even more colorful and collage-like than the clothing. (The abstracts, if we’re looking for references, call to mind the work of the emerging wave of digital artists like Travess Smalley.)
The label’s official word on the campaign: “The Spring/Summer 2013 ad campaign features a series of images that explore key themes presented in the collection — the idea of random juxtapositions and collage.” But in fashion, as in nature, little is ever as random as it seems.
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Images: Proenza Schouler Spring/Summer 2013 Campaign, Courtesy of Proenza Schouler