The arrival of fall fashion campaigns is a big deal every year. They feature top-tier models, celebrities, and photographers, and, naturally, they make us all want to shop. But Proenza Schouler opted out of the tradition this year to create a project that's a bit closer to the brand’s heart: a film in honor of Planned Parenthood.
"Now more than ever we feel it is important to use our voice and platform to speak out in support of the things we care deeply about,” the press release reports. “Planned Parenthood means so much to the women who work at our company, and to the community Planned Parenthood serves in New York City and beyond."
With this in mind, the brand's co-founders, Jack McCollough and Lazaro Hernandez, as well as the film's director, Harley Weir, and creative director, Jen Brill, took this opportune time—both in fashion and world politics—to create a piece of art that allows its models to speak honestly about what it really means to be a woman and express femininity. And while Proenza Schouler is positioning this project as more of a PSA supporting Planned Parenthood, it does have one thing in common with most other campaigns: its star-powered cast, including Amber Valletta, Stella Tennant, Jemima Kirke, Grimes, Paloma Elsesser, Hari Nef, and more.
Below, take a look at the beautiful (although NSFW) project, "A Film for Planned Parenthood of New York City.”
Visit the Planned Parenthood site to discover more ways to contribute to this cause.