Proenza Schouler to launch perfume
Proenza Schouler is launching a fragrance.
Designers Jack McCollough and Lazaro Hernandez have made no secret of their desire to expand their brand, and they have previously admitted perfume was one area they wanted to move into.
Now their dreams are becoming a reality thanks to a deal with L’Oréal which was confirmed yesterday.
“Proenza Schouler is one of the most inspiring brands in the fashion arena, redefining what it means to be a modern woman today. They are the voice of a generation,” international general manager of L’Oréal Designer Brands Fragrances Nathalie Durán enthused to style.com.
The deal is a long-term one too, meaning it’s likely there will be a number of scents released over the years. It also sees them sit alongside other fashion houses who have successfully moved into the fragrance market, including Viktor & Rolf, Diesel and Maison Margiela.
Although details about what can be expected from the perfumes, or when they will be released, are unknown at the moment, Jack and Lazaro are thrilled with the direction their company is heading in.
“Working on a fragrance has always been a dream of ours, and we could not have imagined that one day we would be given the chance to do so with the world leaders in the field,” they stated, according to WWD. “We look forward to translating our visual aesthetic into the subtle and highly emotional world of scent.”
This could be the start of big changes at Proenza Schouler, as the company is known to be looking for investment at the moment. Earlier this year, Jack and Lazaro said this was important for them as it would mean they could add perfumes and menswear to the label.