Fashion:

JULIA NOBIS STARS IN PROENZA SCHOULER’S SPRING CAMPAIGN

JULIA NOBIS STARS IN PROENZA SCHOULER’S SPRING CAMPAIGN

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.

 

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