To celebrate the new Pre-Fall 2016 collection, Proenza Schouler has released their latest fashion film titled PS I Love You (Ithigi Lithigove Yithigou). The short, released the day after Mother’s Day, highlights the relationships between women and explores their bonds, rivalries and unconditional love for one another. “These are just some women in our lives,” designers Jack McCollough and Lazaro Hernandez said of their casting choice. “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.”
Filmed by Harley Weir, the short also includes shots of the new collection including the brand’s signature Hava chain shoulder bag and three new Hava styles: the cross body, and the small and medium top handle handbags. Weir has worked with Proenza Schouler in the past, shooting a film last year for their Spring 2015 collection. “Harley’s work has that kind of poetic but ‘real’ quality that we are attracted to,” noted McCollough and Hernandez. “We wanted to shoot real people and Harley was game to do that with us.”
