This, ladies and gentlemen, is what brands SHOULD be doing. Fashion brand Proenza Schouler has just debuted their third film in a series, this time celebrating women: their sex, their gender, and their right to choose what they need for their own bodies—in what also results in a celebration of Planned Parenthood.
“I act powerful. I think women are powerful. I think that’s probably what makes me feminine.”
It’s subtle, really. The film, by director Harley Weir, includes one shot of a Planned Parenthood pin, but no mention of the vital organization. There is absolutely no mention of Proenza Schouler, until after the closing credits. But of course the women are shown wearing, dressing or de-robing in the gorgeous clothing. The art direction is minimal, clean, modern, dripping in symbolism, but putting the women first. The colors are neutral and white, a bold blue and a bold red, representing the overbearing politics and government intrenched in women’s lives.
“I think that shame is the number one perpetrator of all of the wrong ways that we learn about our bodies and learn about sex.”
Designer Jack McCollough breaks down why a fashion brand would delve into one of the biggest controversies of our time: “We value integrity above all else, and see Proenza Schouler as a vehicle to explore what we find interesting and relevant to the moment we live in. We like to think that the Proenza Shouler woman is a thinking woman, and we feel this kind of project would resonate with her.”
This piece gave me chills. It tapped into the shame, the grip society has on us as women. It enrages me. It emboldens me. And it makes me proud of myself.
“It’s really important that women have choice. It’s really important that women are in charge of their bodies and their lives and their future.”