August 11th, 2010 Posted by Janelle comments (40)

Proenza Schouler has been an editorial favorite for years, but only now have design duo Lazaro Hernandez and Jack McCollough released a full fledged advertising campaign. Proenza’s gritty and dark ads by Daniel Jackson are completely in line with the feel of the fall collection and they feature the season’s coolest girls, Kirby Kenny, Ann Kenny and Tati Cotliar.

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  1. Charlotte says:

    Yay! The second photo is to die for!

  2. W says:

    it just looks like a lookbook to me.
    but great cloth and great styling.

  3. yt says:

    omg, her waist!

  4. marty says:

    I like it.. it simple and the girls look really great

  5. j'adore says:

    Usually I love Dan’s work, but this is sloppy considering his usual lighting perfection.

  6. Mango says:

    I love this!!!
    Yey for their first camapaign!

  7. ringo says:

    for there first campaign i think its REALLY WEAK. REALLY. I have no understanding of the brand based on this… looks like a models first test shoot. Jus sayin…

  8. Eamon says:

    Ann’s shot is great!

  9. tabitha says:

    TATI is a Goddess – Stephanie Seymour + Krsiten Mc Mennany = TATI

  10. Tommy Fields says:

    No, it’s their second. They shot for Benneton as well.

  11. Thomas says:

    Could not be more excited over the use of Ann and Kirby. I really hope Kirby reaches her sister’s status of work, but both of them are so fantastic.

  12. littlebird says:

    That is some hardcore photoshopping on the first image: they made it look like Ann has practically no waist at all. Awful.

  13. Marcus says:

    I like this shoot!

  14. KimFlorida says:

    I do not understand the fascination with any of the three of these girls…YAWN!!!

  15. lulu says:

    kirby’s shot is so so so good. so good.

  16. liz says:

    love the last two, blonde would have looked better with that exact pose in the first

  17. D. says:

    woah. where is Ann’s waist? i would have liked to see what their ads would look like for some of their past collections too.

  18. HannaV says:

    I like this shoot. I think is not something surprising but is really good

  19. Nigel S. says:

    This works because it’s just so unusual.
    This will do exactly what is intended to do.

    The campaign is sure to sell the brand aesthetic whilst the showroom shelves will need constant replinishing in the speedy process. It is simple yet a very high impact campaign, much like they used to be before all of the current oversaturation. Well done!

    I want the jeans that Tati is wearing oh so well. See? It’s already begun!

  20. Joe says:

    I don’t think Kirbys shot does her justice

  21. charlotte says:

    Would have preferred just to see Ann, Kirby, then a shot of the two together would be nice.

    Prefer Ann over Kirby but Kirby’s shot is my favorite

  22. carola says:

    Ann is such a great model.. Tati is so versatile too, this girl can do any type of campaign. I think the problem with Kirby is that most of the time they don’t know how to photograph her, so she comes out looking bland and boring.. let Meisel book her for a day or two and see what happens!

  23. penny m. says:
  24. k says:

    Great to this new campaign! Not sure about the first pic though — the attention is drawn to that unusual tiny (overphotoshopped?) waist which could either be perceived as impressive…or disturbing.

  25. estmulleady says:

    omg tati is fucking great ……i love her style ….and she can do everything ….is the girl of the year ….i cant wait for spring summer .she is the best

  26. janice says:

    it seems that is actually ann’s natural waste. Her contorted position makes it seem otherwise

  27. sammy says:

    Love these girls. Hate these ads.

    They look so messy, like a bad test shoot. And Ann’s waist is almost as thin as her arm.

    Sad because they are 3 of my fav girls right now.

  28. AJP says:

    As much as i love a good set of twins, I’m not in love with their looks.

  29. LD says:

    Not a big fan. The ads look a little DKNY’ish with “It” Models.

  30. Ger says:

    Not bad for a start, Tati rocks

  31. thomas says:

    DISAPPOINTED!!!!!!!!!!!!!!!! love the girls the ads :(((((((((

  32. Anne D. says:

    Can someone explain why Tati is so special? I really don’t understand it.

  33. anlabe says:

    I really like this campaign. Good choice of models too.

  34. Antonio Barros says:
  35. Hollywood Sentinel says:

    awkward poses and odd look, in terms of composition, this lacks

  36. Chris says:

    @ Anne D. Nope, Tati is unexplainable, unpredictable, unbelievable… just live with it.

  37. estmulleady says:

    tati is a star …no more to said

  38. axeb says:

    @littlebird I don’t think it is photoshopped particularly to make her waist small. Look at her legs and arms. I think she is already very thin, the profile of her hips is showing, with her legs spread out, and her top is twisted toward you, which gives the appearance of great contrast between her hips and her chest. If you are thin, try it in the mirror. I think this is a rather obvious pose that many people are aware of.

  39. Boogie says:
  40. JM says:

    ann kenny is more sucessful but kirby had the best photo!

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