Proenza Schouler Fall/ Winter 2010 ad campaign goth

A look from Proenza Schouler's Fall/Winter 2010 ad campaign. Photo courtesy of Proenza Schouler

Although Proenza Schouler has developed a frenzied, word-of-mouth cult following over the past eight years without the help of advertising (Chloe Sevingy, Leighton Meester, and the Olsens are converts), the designing duo is spreading its reach this season with its very first campaign.

Debuting on ProenzaSchouler.com on Aug. 11 are five Fall 2010 campaign images shot by Daniel Jackson, styled by Marie Chaix, and starring models Tati Cotliar, Ann Kenny (who opened the fall show), and her sister Kirby Kenny.

The three ladies, each shot solo, pose against a stark background while wearing the nouveau Goth gear that defined the Fall collection -- black thigh-highs, chunky wooden platform heels, leather corset dresses, cropped jackets in deep ebony and emerald, and high-waisted scribble-print jeans -- which was born through a collaboration with J Brand.

Also like the fall runway show, the girls wear their hair disheveled and their lips stained a deep burgundy (trust us, if you didn't want to try out this hot lipstick trend before, now you will).

Proenza Schouler Fall/ Winter 2010 ad campaign goth

It's all about attitude in Proenza's Fall 2010 ad campaign. Photos courtesy of Proenza Schouler

To even further demonstrate the moody feel of the ads, Proenza tapped director Greg Mitnick and creative director Alejandro Cardenas to create a behind-the-scenes video of the shoot, showing the girls posing and tugging at their outfits while Washed Out's "Feel It All Around" plays in the background.

Proenza Schouler Fall/ Winter 2010 ad campaign goth

The PS ads are not short on bed-head or graphic prints. Photos courtesy of Proenza Schouler

How can you achieve the Proenza-esque Goth look at home? Check out StyleList's Good Girl's Guide to Gothic Beauty.