31 posts tagged "Lazaro Hernandez"
Proenza Schouler’s Jack McCollough and Lazaro Hernandez are a notoriously private pair. However, this season, they allowed directing duo Harrys to accompany them behind the scenes, and document the making of their Fall ’14 collection. Created in collaboration with Le Bon Marché Rive Gauche, the experimental film, dubbed Proenza Schouler IS, debuts here, and it reveals not only the creative process behind McCollough and Hernandez’s latest outing, but a bit of insight into, well, what, who, and why Proenza Schouler is. While the short offers an artful and informative look at the designers’ lives, our favorite part may or may not have been watching passersby try (and fail) to pronounce the brand’s moniker, which is actually a hybrid of McCollough’s and Hernandez’s mothers’ maiden names. Watch the film here, exclusively on Style.com.
Domesticity was a strong theme in Proenza Schouler’s artful Spring ’14 collection, so it makes sense that designers Jack McCollough and Lazaro Hernandez chose their Massachusetts home as the setting for their new David Sims-lensed campaign, which breaks exclusively here. “We wanted to layer in a more private and personal tone to the campaign this season, which David has captured in a series of abstracted portraits and atmospheric landscapes shot on location,” the designers told Style.com. The brand’s Spring stars, Charlotte Lindvig and Harleth Kuusik, appear in Proenza’s cleverly constructed pleated wares, their hair blowing in the Northeastern wind. The leafy, rural backdrop only adds to the ethereal mood. Have a first look at Sims’ Spring snaps (above), and catch the debut of Proenza’s heady campaign film—a collaboration between Sims and Eddie the Wheel—below.
Jack McCollough And Lazaro Hernandez Talk Proenza Schouler’s New Store, Polished Vandalism, And Their Sunlit Accessories Garden
Following their blockbuster Spring ’14 outing, there’s no doubt that Proenza Schouler’s Jack McCollough and Lazaro Hernandez are New York’s designer darlings. The pair has mastered a sophisticated cool girl aesthetic that appeals to the uptown and downtown sets alike. So it makes sense that on Friday, Proenza Schouler opened a flagship at 121 Greene Street to complement its Madison Avenue location. Like the uptown boutique, which became the brand’s first retail endeavor when it bowed last year, the 2,500-square-foot Soho shop was designed by David Adjaye.
With an affinity for contrast, McCollough and Hernandez gave their Madison store a gritty, downtown sensibility. And naturally, they’ve infused the Soho space—which boasts concrete accents, mirrored panels, and hardwood floors—with some UES panache. “One of the key elements references vandalized urban walls, but they are executed in veined marbles that speak to something urbane but in a polished way,” the designers told Style.com. Set inside an historic cast iron front building (just feet away from Saint Laurent, Chloé, and Warby Parker’s recently christened outposts), the Greene Street location will house every single product that Proenza produces—from runway looks to small leather goods. The latter will be showcased in the designers’ favorite room: the accessories garden. “The original architecture of the space made it possible for us to do serious planting in the back of the store, which brought life and color to the space. It’s important for us to always have a bit of the outdoors, a bit of a natural element, to everything we do.” Here, Lazaro and Hernandez talk to Style.com about the new boutique, Soho’s thriving retailscape, their plans for further brand expansion, and why, more often than not, it takes two.
Why did now feel like the right time to open your second store?
We have always known that we wanted a presence both uptown and downtown. The question was, which one would come first? When we found a location that spoke to us uptown first, we decided to pursue it. Soho seemed like a natural fit for us. It has become a real center for luxury brands over the last couple of years and we knew we wanted to be a part of that landscape. The brand experience felt incomplete with just one location uptown, and this new epicenter downtown completes our vision. One is complete because of the other. Sometimes things really are better in pairs.
Do you have any other plans for brand expansion in the works?
Retail expansion is definitely on the forefront of what we are working on at the moment. We have a language now that we are keen to explore and adapt to individual locations. Retail not only supports our business, but it is an incredibly fulfilling creative project that we are so happy to be able to work on, and there are definitely more [projects] on the horizon. Bergdorf Goodman just unveiled its new Proenza Schouler shop-in-shop this week using the DNA from the Greene Street location. The opening of these two spaces within one week’s time has been an incredibly fulfilling experience that we feel so lucky to have been able to do. We are currently opening stores in Singapore, Bangkok, and Hong Kong.
Proenza Schouler sent its Fall ’13 campaign and film our way today, and, lensed by David Sims, the imagery lends an eerie serenity to Jack McCollough and Lazaro Hernandez’s grown-up—and often severe—collection. The video and ads feature Russian beauty Sasha Pivovarova, who’s shown posing through hazy, vintage tints, or seemingly gliding through a starry cosmos. There’s also a surprise appearance from a white cockatoo, which was a particularly nice touch. Watch the short’s debut (above) and take a peek at the new campaign (below) exclusively on Style.com.
“We went to the Great Wall and rode down the toboggan twice!” exclaimed Marchesa designer Keren Craig during a party that Chinese retail impresarios Silas Chou and his daughter, Veronica Chou, hosted at their Beijing residence on Friday. While her design partner—Georgina Chapman—was absent, Craig was joined by Proenza Schouler’s Jack McCollough and Lazaro Hernandez, and Rag & Bone’s David Neville and Marcus Wainwright, all of whom had traveled to the Far East as part of the CFDA/Vogue Fashion Fund’s Americans in China initiative. Launched in 2012, the program aims to introduce a cross section of American design to the buoyant Chinese market.
Earlier in the day, the trio of U.S. brands presented their Fall ’13 ranges at the restored Ming Dynasty City Wall in the heart of old Beijing. Each collection was reassembled on a coterie of Chinese models, including Liu Wen, Xiao Wen, and Ming Xi.
“These designers represent the diversity of American fashion, from contemporary wear to high fashion and the red carpet,” said CFDA CEO Steven Kolb. “For all of us, China is this great unknown market,” he added, noting that over the next five years, the CFDA will expand its global programming. Continue Reading “Toasting American Fashion in Beijing” »