Proenza Schouler’s Spring 2026 Campaign

Proenza Schouler unveils its Spring 2026 campaign, marking the first official visual chapter under newly appointed creative director Rachel Scott. Fronted by model Caitlin Soetendal, the campaign was photographed by Senta Simond, with art direction by Rana Toofanian and styling by Marika-Ella Ames.

The Spring 2026 collection was conceived as a collaborative effort between Proenza Schouler Studio and Scott during her consulting period, serving as the foundation for her creative vision for the house. The campaign signals a subtle yet significant shift—one that introduces Scott’s perspective while remaining rooted in the brand’s refined, intellectual identity.

Set to debut her first full collection for Proenza Schouler on February 11 at noon, Scott will officially open New York Fashion Week with the presentation. Speaking on the campaign, she described it as “the beginning of a new chapter,” centered on a woman who authors her own narrative. “It signals the quiet emergence of a new Proenza world,” Scott shared. “Created in collaboration with a team of women, the campaign draws us closer to her—into a world shaped by layers, texture, and feeling.” She added that the Proenza woman exists in tension and balance: “sophisticated yet sensual, instinctive yet intelligent… defined by a quiet, assured authority.”

Alongside her role at Proenza Schouler, Scott continues to lead her own label, Diotima, where she is founder and designer. In her new position, she oversees all categories for the brand, including mainline ready-to-wear, White Label, handbags, and footwear. After months of close collaboration with the design studio, Scott officially stepped into the role on August 15.

She succeeds founders Jack McCollough and Lazaro Hernandez, who stepped down as creative directors in January 2025 after more than two decades at the helm. The duo later joined Loewe, succeeding Jonathan Anderson, and presented their first collection for the Spanish fashion house during Paris Fashion Week last October.

With this campaign, Proenza Schouler enters a new era—one defined by nuance, femininity, and a quietly powerful sense of authorship.

Photos Credit – Senta Simond