Fall 2026 Collection Launch
Digital Creative Lead—Seasonal Content Strategy · Campaign Planning · Digital Design · Copywriting · Website Experience · Email & Paid Media Creative · Launch Execution
Proenza Schouler
Fall 2026
The First Women’s Collection by Rachel Scott
Colour, precision, craft, proximity to art. An edge sharpened by the city. These codes remain, but the perspective shifts, and we get closer to a new Proenza Schouler woman – a woman shaped by thought, intuition, contradiction.
To the unknowing eye, she is put together, precise, deathly punctual. Those who recognize her sense that there is more to her: The Proenza Schouler woman for Fall 2026 rejects perfection as constraint. She is composed, yet mysterious and cinematic. She is disciplined but capricious – human.
Fall 2026
The First Women’s Collection by Rachel Scott
Colour, precision, craft, proximity to art. An edge sharpened by the city. These codes remain, but the perspective shifts, and we get closer to a new Proenza Schouler woman – a woman shaped by thought, intuition, contradiction.
To the unknowing eye, she is put together, precise, deathly punctual. Those who recognize her sense that there is more to her: The Proenza Schouler woman for Fall 2026 rejects perfection as constraint. She is composed, yet mysterious and cinematic. She is disciplined but capricious – human.
Excerpt from Press Release
Creative Direction: Rachel Scott
Styling: Marika-Ella Ames
Photography: Laura Marie Cieplik
Campaign Art Direction: BeGood Studios
Launch Date—August 16th, 2026
See: Ecommerce Imagery & Production
Styling: Marika-Ella Ames
Photography: Laura Marie Cieplik
Campaign Art Direction: BeGood Studios
Launch Date—August 16th, 2026
See: Ecommerce Imagery & Production
Homepage Cadence
Collection Launch—Wave 1
Introduction of Spring 2027 Runway—Wave 2
Launch Newsletter
For Rachel Scott’s first collection, colour, precision, and craft meet the cinematic atmosphere of a campaign photographed in Paris. The launch newsletter carries this story into a digital frame, drawing on film noir’s tension between revelation and mystery to introduce a new chapter at Proenza Schouler.
August’s top-performing newsletter, generating $22.3K in attributed revenue.
Newsletter Flows
Extending the collection story beyond the launch, a series of automated emails introduces the house, welcomes new subscribers, and reconnects with customers after purchase. Copy and design carry a consistent brand voice through each moment, balancing editorial storytelling with a clear purpose.Automated email revenue increased 50% year over year to $120K in August reporting.
Social Ads
Diversifying the Paid Social Creative Mix
Expanded the Fall 2026 paid social creative mix across runway, behind-the-scenes, editorial, and product-focused assets. The rollout brought multiple perspectives on the collection into market, pairing campaign storytelling with product-led messaging.