Proenza Schouler to show cruise collection in Paris
Proenza Schouler is to show its cruise 2017 collection in Paris.
The New York-based brand will kick off the season with a presentation in the French capital on 4 July (16), to coincide with the city's upcoming haute couture week.
Designers Jack McCollough and Lazaro Hernandez announced earlier this month (Jun16), that Judd Crane would be the company's new Chief Executive Officer, and would lead the brand with a focus on global expansion. According to Business of Fashion, around half of Proenza Schouler’s annual revenue is generated outside the U.S., and showing in Paris allows the designers to get the collection in front of more international press and retailers.
But there is a twist, as the presentation is being backed by cosmetics brand MAC, owned by Estee Lauder Companies. Accordingly, McCollough and Hernandez plan to present the clothes in intimate, salon presentations which ban the use of phone and social media - ruling out blogger-generated publicity - with images of the garments under embargo until they arrive in stores.
This method has apparently generated positive publicity for the brand in the past, with the label's Pre-Fall release, which included a video shot by photographer Harley Weir, generating significant interest.
"The press that we got from that video was like, 100 times more attention than if we would have just released the images the day we did the presentation in the showroom," Hernandez told Business of Fashion. "We magnified the presence of the Pre-Fall collection."
And MAC, who has been a long-time collaborator with Proenza Schouler, is also on board with the interesting approach to marketing.
"The idea of supporting fashion wherever fashion takes place on whatever schedule it takes place is part of the new realities of the world right now," said John Demsey, executive group president of Estee Lauder Companies. "Pre-collections are as big, if not bigger, than fashion collections."