Fashion brands siding cause — environmental, societal, political — has become the new normal today and a barometer of their social responsibility these days. So when it comes to Proenza Schouler’s latest PSA project, the brand decided to back a highly contentious organisation Stateside — that of the controversial non-profit reproductive health care group Planned Parenthood of New York City.
The premise for the 3:41-minute video was the united front that the brand’s designers Jack McCollough and Lazaro Hernandez witnessed during this year’s Women’s March. To realise their project, the duo roped in regular contributor Harley Weir to create a short film highlighting the issues women face today. This is their third video series with Weir and also the most politically-charged one to date.
Among the stellar cast in the video are Amber Valletta, Grimes, Hari Nef, and Jemima Kirke, with the content toggling between monologue, voice-over, and art performance (read: some of the cast members disrobe, shave their heads, or just stare into camera). At a time when political tensions in the United States are mounting, this project fits right into the narrative of what it means to be a woman in America.
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