Last August, Rachel Scott, founder of Diotima, replaced Jack McCollough and Lazaro Hernandez as the two transitioned to creative direction at Loewe. The major reshuffling incited excitement amongst the fashion industry, anticipating new eras for each of the brands. Scott’s debut campaign initiates a tone for her direction, centered around her concept of modern womanhood.

Women stand at the center of Proenza, with a team of women leading the helm through this newest campaign. Starring Caitlin Soetendal, with direction by Rana Toofanian, photography by Senta Simond, and styling by Marika-Ella Ames. These women present a short film, enacting a life for the new designs. The visuals of the campaign build on the theme of womanhood, introducing a romantic and mature ease to the clothing. This statement opens up the world of collaboration between Scott and Proenza Schouler Studio, keenly layered with meaning.

The woman the new Proenza imagines is self-assured, with strong intuition, complex, with a romantic air to her presence. The statement is clear: Rachel Scott is attuned to her audience, delivering the complex portrait of every woman.