Proenza Schouler has tapped models Stella Tennant, Hari Nef and Amber Valletta to star in its new Planned Parenthood project. The American label, helmed by designers Jack McCollough and Lazaro Hernandez, has teamed up with artist Harley Weir for a third film project, titled A Film for Planned Parenthood of New York City. The nonprofit organisation provides reproductive health care in the U.S. and around the globe.
The duo was inspired by the "outpouring of emotion and strength" they saw during the Women's Marches at the beginning of the year, highlighting women's rights after President Donald Trump's inauguration, and decided to inject the same themes into their latest venture.
"It was the seed that later informed our fall/winter collection, and in that same spirit, we decided to forgo a traditional fashion campaign when developing a creative project around the collection," Hernandez told Vogue.com. "We wanted to focus instead on what we and the women around us felt was of the utmost importance: standing up for the fundamental rights that organisations like Planned Parenthood defend every day."
At less than four minutes long, the video features different individuals discussing existence and parenthood, with supermodel Valletta lying on the floor of a studio explaining, "What I remember is that God created Adam first and he wanted him to have a partner, so he gave a rib from Adam to create Eve."
Various clips show others posing in stylish pieces, with one model shunning clothes completely to bare her body.
Transgender model Nef can be heard talking as she poses in a sequined dress, telling the camera, "There were just certain things that I thought or felt or did and sort of expressing those things I was informed that those thing were feminine, and perhaps I was feminine."
Elsewhere, women talk about creating a safe environment to raise children, while British supermodel Tennant stresses the importance of women having a choice.
"It's really important that women are in charge of their bodies, and their lives, and their future," she tells the camera.