New York based fashion brand Proenza Schouler have created a new video campaign supporting Planned Parenthood.
Titled 'A Film for Planned Parenthood of New York City', the video aims to raise awareness and support for the sexual health care organisation currently under attack thanks to Donald Trump's presidency. In April of this year Trump signed a new measure aiming to cut the nonprofit organisation's vital federal funding.
Inspired by the worldwide Women's marches, Proenza Schouler designers Jack McCollough and Lazaro Hernandez wanted to take action as part of their AW17 campaign.
'The spirit of protest, of taking a stand for what you believe in, was deeply touching on both personal and creative levels. It was the seed that later informed our Autumn/Winter collection, and in that same spirit, we decided to forgo a traditional fashion campaign when developing a creative project around the collection. 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 organizations like Planned Parenthood defend every day,' Hernandez told US Vogue.
Directed by Harley Weir, the film features an all star line-up of models, actors, artists, musicians and sex educators talking about what feminity means to them. The women chosen to be in the film all have a direct connection to the brand, or Planned Parenthood itself, and famous faces include Amber Valletta, Grimes, Hanne Gabby Odiele, Hari Nef, Jemima Kirke, and Stella Tennant.
All dressed in Proenza Schouler, the women talk about topics including prenancy, gender, bodies, shame, and what it means to be a woman. The end of the film comes with a call to action urging people to support Planned Parenthood.
This is not the first time a fashion brand has shown its support for Planned Parenthood. For New York fashion week in February the CFDA (the Council of Fashion Designers of America) partnered with the organisation to create an initiative called Fashion Stands with Planned Parenthood. Over 40 designers pledged their support, and throughout fashion week journalists, models and buyers all wore pink badges to show their allegiance alongside sharing the project via social media with the hashtag #IStandWithPP.