Proenza Schouler’s Fall Winter 2025–2026 campaign unfolds as a cinematic meditation on restraint, architecture, and memory. Shot by Tim El Kaïm in the same mid-century New England home that staged the fall lookbook, the imagery functions less as promotion than as a quiet summation of Jack McCollough and Lazaro Hernandez’s tenure at the house.

The residence, with its polished wood panels, weathered blinds, and pools of late-afternoon sun, becomes a co-author in the narrative. It frames the collection not as spectacle but as lived-in modernism, where geometry, texture, and materiality take precedence. Each shaft of light falls like a brushstroke, rendering garments in softened relief and affirming the dialogue between space, proportion, and the body.

Clothes speak in measured tones. Jersey gowns hang with gravity, never forced, their drape a study in controlled release. Coats cut precisely across narrow shoulders, architectural but never rigid. Every silhouette avoids excess, instead conversing with the room’s lines – movement contained, gestures distilled. In this deliberate economy, McCollough and Hernandez’s signature emerges: refinement as language, restraint as eloquence.

Charlotte Collet’s styling sharpens the dialogue with tonal continuity and layering that foregrounds form over flourish. Emi Kaneko’s makeup and Ramona Eschbach’s hair move in harmony with this ethos, polishing without declaring. The result: faces and fabrics read as part of the same composition, integrated rather than isolated.

The casting deepens the campaign’s contemplative tone. Binx Walton, Henry Kitcher, Julia Nobis, and Mica Argañaraz inhabit the interiors with an almost literary presence, posed rather than placed, their stillness suggesting private narratives held within the architecture. Their restrained gestures evoke memory rather than performance, intimacy rather than spectacle.

Taken as a whole, the campaign reads like an elegy – measured, deliberate, and profoundly clear. It honors Proenza Schouler’s legacy under McCollough and Hernandez not with an exclamation point, but with a quiet underlining: an insistence that design at its most powerful is intentional, proportionate, and deeply human. If it gestures toward their next chapter at Loewe, it does so with the same subtle precision that has defined their vision all along.