proenza schouler ss26 | rachel scott’s debut campaign

The Proenza Schouler Spring/Summer 2026 campaign represents a definitive opening statement for the brand following the appointment of Rachel Scott as Creative Director. This debut marks a transition towards a narrative where the woman acts as the primary author of her own story. A team comprised entirely of women brought this vision to life, offering a perspective on modern womanhood that feels both personal and direct. Scott, who gained significant recognition for her artisanal craftsmanship at Diotima, now brings her focus on texture and identity to this New York institution. 

The campaign captures a world defined by intricate layers and a strong sense of self-possession. Caitlin Soetendal features in the visuals, which were captured by photographer Senta Simond and styled by Marika-Ella Ames. The creative direction by Rana Toofanian takes the form of a short film that moves closer to the subject to explore her complexities. This protagonist inhabits a space where sophistication and sensuality exist together. She relies on her instincts and intelligence, projecting a steady authority that requires no explanation. Every element of the campaign focuses on the emergence of this updated Proenza Schouler identity, moving away from past conventions to embrace a more layered reality.

 

The collection itself is built on the concept of a soft undoing, where construction is exposed and hidden elements rise to the surface. Tailoring appears inverted, notably in a grey mélange blazer with exposed shoulder pads and raw edges. This approach extends to the fabrics, such as reversed jacquards where threads are drawn outward to create ornament from structure. Glossy coated cotton is reimagined through laser-cutting, allowing negative space to form delicate floral patterns. Draped dresses in shades of black and sea-glass green feature blurred chrysanthemum motifs, appearing like images glimpsed through misted glass.

Accessories further ground the collection in a blend of utility and indulgence. Organza thigh-high boots veil the legs in translucent layers, while shearling thong sandals in shades of wisteria and coral provide a textured contrast. The footwear is joined by new bag silhouettes, including the Days Carryall in printed mesh and the East West Chelsea Tote in striped nappa leather. 

These pieces complement a wardrobe of matte double crepe dresses and popcorn slub separates that suggest a lived-in history. The campaign serves as the foundation for the seasons ahead, prioritising a woman’s own authorship over external expectations and signalling a fresh era for the House.

Discover the Spring/Summer 2026 campaign here.

photography. courtesy of Senta Simond
words. Gennaro Costanzo