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July 31 2014

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At Home With Proenza Schouler

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Proenza Schouler Spring '14 Ad Campaign

Domesticity was a strong theme in Proenza Schouler’s artful Spring ’14 collection, so it makes sense that designers Jack McCollough and Lazaro Hernandez chose their Massachusetts home as the setting for their new David Sims-lensed campaign, which breaks exclusively here. “We wanted to layer in a more private and personal tone to the campaign this season, which David has captured in a series of abstracted portraits and atmospheric landscapes shot on location,” the designers told Style.com. The brand’s Spring stars, Charlotte Lindvig and Harleth Kuusik, appear in Proenza’s cleverly constructed pleated wares, their hair blowing in the Northeastern wind. The leafy, rural backdrop only adds to the ethereal mood. Have a first look at Sims’ Spring snaps (above), and catch the debut of Proenza’s heady campaign film—a collaboration between Sims and Eddie the Wheel—below.

Photo: David Sims

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