On February 3, New York–based fashion brand Proenza Schouler unveiled its first advertising campaign under the creative direction of Rachel Scott, released in anticipation of the Spring 2026 season. The campaign signals the beginning of a new phase for the brand under its new creative leadership.
Campaign Visuals as a Prelude to a New Chapter
The campaign was photographed by Senta Simond and stars model Caitlin Soetendal.
Conceived as “a prelude to a new chapter,” the visuals explore a process of quiet transformation. Threads loosen, motifs blur, patterns unravel, and interiors rise to the surface—capturing a sense of soft undoing and gradual change.
The brand describes the concept by stating that “the collection draws a thread forward, binding memory to possibility,” positioning the campaign as a philosophical introduction to what lies ahead.
Rachel Scott’s first full collection for Proenza Schouler is scheduled to be presented on February 11 during New York Fashion Week.
The campaign visuals and related content are now available on Proenza Schouler’s official website.
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