by Alex Fury .

Off The Press: Proenza Schouler Spring/Summer 2012 campaign

Proenza Schouler's tikki-inspired Spring/Summer 2012 collection was my sleeper hit of the season. It didn't really register as a hardcore must-have at first glance, but the more I dissect the layers of mottled Bakelite, Hawaiian-patterned bead-crusted tulle and PVC-alike eel-skin (real masquerading as fake masquerading as real), the more intriguing it appeared. 'It was the idea of these land-locked people re-imagining primitive Hawaiian life,' explained Lazaro Hernandez, one half of the Proenza Schouler design team, when I pinned him down for a phone chat in the midst of completing their latest pre-collection. 'Artifice, total fantasy.' That underlines the key theme not only of the collection, but arguably of fashion as a whole. The final incarnation of the collection - before, of course, it hits the all-important shop rail - is this campaign, shot by Willy Vanderperre, styled by Olivier Rizzo and starring Natasha Poly as postmodern pin-up on a few prime examples of mid-century modern furniture. Portrait-style and in a series of alluring, come-hither poses straight from The Notorious Bettie Page, they resemble a deck of naughty playing-cards, albeit highly fashionable ones. At least, that's my take on this fake...

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