Proenza Schouler launches new chapter under the watchful eye of Rachel Scott

The campaign accompanying the launch elevates women as protagonists.

Proenza Schouler ushers in a new era in its history with the Spring-Summer 2026 collection, marking the beginning of Rachel Scott‘s tenure as creative director. With a refined and contemporary visual language, the campaign suggests the emergence of a new world within the brand, one that combines sophistication and sensuality, intuition and intelligence, with a quiet and natural authority.

The narrative focuses on modern femininity, explored from the perspective of the women themselves who bring the campaign to life and shape it. Every shot, every texture and every movement conveys layers of personality, strength and sensitivity, celebrating the inherent contradiction of contemporary women without diluting their essence.

The project is the result of an all-female team, which brings a unique authenticity and intimacy. Conceived as a short film, each scene allows viewers to delve into the protagonist’s world, showcasing a style that is as sophisticated as it is instinctive, as elegant as it is free. It is directed by Rana Toofanian and features model Caitlin Soetendal, photographer Senta Simond and stylist Marika-Ella Ames.