Publishing their Spring 2013 campaign in the March issues of Vogue US and Harper’s Bazaar for the first time, Proenza Schouler designers Jack McCollough and Lazaro Hernandez have revealed a campaign aesthetically in-line with their Spring 2013 collection. That is — inspired by Tumblr, collage-embracing and featuring Julia Nobis. The Australian model co-stars in the label’s new campaign alongside Irina Nikolaeva, who also stars in Proenza’s Fall 2013 lookbook FYI. The bold campaign, which features a new logo for the brand, also marks the first collaboration between the designers and photographer David Sims.
Continuing their obsession with collage and techno-patchwork-like effects of their Spring range, Proenza’s four campaign images are each split into two — contrasting abstract visuals with model shots. The collage work within the images speaks to the lo-fi (Tumblr-inspired, or at least re-blog-friendly) visual trend that’s quickly becoming one of the biggest aesthetic statements of the ‘teens decade. The maestros of technology-meets-crafty-cool really know how to revamp a logo too, no? While tastes and opinions may be divided regarding the label’s latest campaign, the overall effect of the ads is certainly strong — a saturated and chic treatise on recent-retro. P.S. Julia Nobis 4 life.