PROENZA SCHOULER ‘PS I LOVE YOU’ FILM
One of New York’s most innovative brands – has enlisted rising fashion photography star Harley ...
May 10, 2016
One of New York’s most innovative brands – has enlisted rising fashion photography star Harley Weir to shoot a short film, titled PS I Love You (Ithigi Lithigove Yithigou).
Inspired by the many layers of familial relations, both universal and unique, the Proenza Schouler ‘PS I Love You’ film captures the dichotomous and complex relationships between women. The cast of characters includes mothers and daughters, sisters, lovers and friends. Themes explored in the firm include familial bonds, inherent rivalry, and unconditional love. The video features the Pre-Fall 2016 collection, including the brand’s signature Hava chain shoulder bag and three new Hava styles: the cross body, and the small and medium top handles.
“These are just some women in our lives,” say the duo, explaining their casting choices. “Some are friends of ours, some are people that we have admired from afar – people in and around New York that had a quality about them we found interesting. Not fame necessarily but a kind of private, charismatic sort of charm. The idea was to explore this quality across all the different kinds of relationships: mothers, daughters, sisters, friends and lovers.”
Known for presenting an alternative view of femininity in her work, Weir is a fitting choice to shoot something of this nature. And it’s not the first time that McCollough and Hernandez have collaborated with the photographer – last year, they enlisted her to shoot a film starring Chloë Sevigny that captured the brand’s Spring 2015 collection.
“Harley’s work has that kind of poetic but ‘real’ quality that we are attracted to,” say the designers, explaining why they love Weir’s work. “We wanted to shoot real people and Harley was game to do that with us.”