Proenza Schouler has released the first ad campaign under new creative director Rachel Scott.
The spring 2026 collection was designed in collaboration between Proenza Schouler Studio and Scott, who was consulting at the time, and was the starting point of her vision for the brand.
Scott will present her first complete collection for the brand on Feb. 11 at noon, kicking off New York Fashion Week.
“The Proenza Shouler spring/summer 2026 campaign marks the beginning of a new chapter. With the woman as the author of her own story, it signals the quiet emergence of a new Proenza world,” said Scott. “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 moves with ease through contradiction: sophisticated yet sensual, instinctive yet intelligent, defined by a quiet, assured authority,” she said.
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Scott, who continues to run her own brand Diotima, where she is founder and designer, now oversees all categories for Proenza Schouler including mainline ready-to-wear, White Label, handbags and footwear. Prior to joining the company in August, Scott worked closely with the brand’s design studio as a consultant over a period of several months, designing the spring 2026 collection.
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The spring campaign, featuring model Caitlin Soetendal, was photographed by Senta Simond with art direction by Rana Toofanian and styling by Marika-Ella Ames.
Asked what foundational elements define the “new Proenza world,” and what she carried forward, Scott said, “The new Proenza world is defined by a bold use of pattern and color, sharp tailoring and silhouettes, and a modern approach to craft. These are the enduring codes I carried forward — refined and rearticuated to feel precise, contemporary, and forward-looking.”
Scott, who officially started Aug. 15, succeeded Proenza Schouler founders Jack McCollough and Lazaro Hernandez, who in January 2025 stepped down as creative directors of the brand they founded in 2002. Last March, Loewe confirmed that the duo would succeed Jonathan Anderson at Loewe and they showed their first collection during Paris Fashion Week in October.
The duo remain Proenza Schouler shareholders and serve on the company’s board and worked in tandem with Proenza Schouler chief executive officer Shira Suveyke Snyder to find a new creative lead for the brand.
At the time of Scott’s hire, Suveyke Snyder told WWD that Scott fit the bill for the company’s search for a creative director who had a strong understanding of its luxe American brand codes, current female audience and a vision of the woman the brand wants to speak to in the future. “We’re embarking on this new chapter from a creative perspective, but also from a business strategy perspective. We’re looking to talk to our customer, and I believe Rachel is going to inspire a new community of Proenza Schouler women,” she said.
In 2024, Scott won the American Womenswear Designer of the Year award at the CFDA Fashion Awards and was awarded the CFDA Awards’ Google Shopping American Emerging Designer of the Year honor in 2023 after launching her womenswear label Diotima in 2021. The New York-based designer, who hails from Kingston, Jamaica, also received the Fashion Trust U.S. rtw award in 2025.