Proenza Schouler AW ’16
Jack McCollough and Lazaro Hernandez, the Parsons-taught duo behind Proenza Schouler, have chosen to scrap the usual fashion system. Instead, the pair will show their future collections in Paris Couture Week, instead of New York, starting from SS18.
“Proenza Schouler is pleased to announce its decision to break from the traditional ready-to-wear calendar in order to pursue a business model more aligned to the realities of commerce today,” the company said in a statement released to BoF. This move will be key in “giving them a longer life at retail.”
The label is not the first to free themselves from the typical show schedule; Vetements and Rodarte have also chosen to show during Paris Couture Week. The idea behind the shift for these brands is to catch buyers while their budgets are highest. Time will tell if even more brands follow suit.
Vetements AW17 show during Paris Couture Week