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Proenza Schouler: Designers go digital

FashionBy Sunday World
Proenza Schouler: Designers go digital

Jack McCollough wants to show a different aspect of building a collection with Proenza Schouler’s new digital project.

The designer helms the brand with Lazaro Hernandez and together they have launched a new Instagram project which will give fashion lovers an insight into how they make their collections. The behind-the-scenes shots are a new way of telling the label’s story, which Jack thinks is important.

“It often feels like fashion documentaries and branded books focus on the same few aspects of the collection: the show, the casting and the fittings,” he told WWD. “There is so much more that goes into the design process. We thought Instagram would be a great platform to share some of our process with an attention to detail that is often overlooked in more traditional mediums.”

The designers joined forces with photographer Landon Nordeman, who documented each step of the design process for the fall 2015 collection, from conceptualisation to designing and making, to finally putting the range out on the catwalk. Other people to get involved in the project were model Steph Smith, stylist Edward Enninful and FIT’s museum director Valerie Steele.

The five-day project will focus on a different facet of the designers' process each day. The decision to use Instagram as the tool to translate their efforts came about as Jack and Lazaro have become more involved with social media in recent months.

“The user experience is about discovery and visual culture, so it’s seems natural that [Instagram] has become so influential in fashion,” Lazaro explained, before Jack added: “We want [our Instagram account] to be more representative of what Proenza Schouler stands for, an outlet to express the brand’s values, rather than another sales channel.

“That’s part of its beauty. Of course, product is part of that story, so we’ll always feature it prominently, but we don’t think of it as a click-to-buy platform.”

The digital project launches on the brand’s Instagram account, @proenzaschouler, today.

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