Schoul’s cool or the return of mama’s boys
February 11, 2011 § 1 Comment
For a year or two there’s been a lot of buzz about a fashion brand who’s name was absolutely impossible for me to pronounce correct some time ago. In my naïve pre-fashion-documentation years ( I guess this period really exists for most of us), I didn’t know that Proenza Schouler was an American fashion label. It sounded and looked like a brash and cool Italian all the way. Later I found out that behind the casual-cool-luxury collection (inventing non-logical expressions like this makes my day) is not a nice, well-dressed Italian woman, but two guys, sort of skate boys or music dorks, with a strong passion for the nineties, menswear prints and tailoring. Yes, more than bold print combinations, strong or acid colors, Proenza Schouler is about creating defined shapes, playing with tailoring details. The whole online promoting for only some of the label characteristics (from Tavi to Jak&Jill and other fashion blogs or sites) was only the tip of the iceberg, in a good sense.
Mama’s boys, as the name of the brand contains the maiden names of their mothers, met at Parsons School of Design in 1998 and after they collaborated for the senior thesis, they established Proenza Schouler in 2002. Since then a strong breath of youth spread across American womenswear. I’ve always seen American fashion as annoyingly practical, pragmatic with a touch of controlled creativity. Instead, when I turn my eyes towards what’s going on in Europe regarding fashion, everything’s bliss, fantasy, utterly remarkable tailored without being afraid of being unpractical. But I was blind for a while. Now I smile at the sight of cool post-grunge inspired collections, bold layoring, standout accessories, sleek design that sometimes remind me of a cooler and relaxed interpretation of Chanel suits and, of course, bronze, military green, dark blue neutrals.
Thank you, Proenza Schouler.
Proenza Schouler: Jack McCollough & Lazaro Hernandez
Resort 2011 (still remains a personal favorite)
Photo from Proneza Schouler official website