proenza schouler’s real woman even has underarm hair

In their Spring 2016 campaign, Jack McCollough and Lazaro Hernandez set out to “capture a kind of confident individualism”.

by i-D Staff
01 February 2016, 1:40am

Foto via @proenzaschouler

Proenza Schouler's spring/summer 16 campaign is all about simplicity, and women at their natural best. Produced with an all female crew—lensed by Zoe Ghertner and styled by Marie Chaix—designers Jack McCollough and Lazaro Hernandez told WWD they hoped to capture the "deeply personal and completely honest" essence of the Proenza Schouler woman.

Most of the time, when designers talk like this they just mean someone in the campaign will have freckles and they'll go hard on the illuminator, but Jack and Lazaro seem to mean it. This morning the brand Instagrammed a shot from the campaign, where Nicole-Antonia Spagnola stands confidently with her hands behind her head, displaying unshaven underarms.

The image is cropped, and it's clear Nicole's body hair isn't intended to be your soul focus. It's not a massive statement about body image, the designers simply said their aim for this shoot was to "capture a kind of confident individualism", and it's cool to see them come through on that.

After all, being natural doesn't just mean wearing taupe eye shadow. 

Proenza Schouler
body hair
jack mccollough
lazaro hernandez
zoe ghertner
spring 2016
underarm hair