32 posts tagged "Lazaro Hernandez"
“You never leave Parsons,” Simon Collins said from his perch onstage at Wednesday’s fourth annual Parsons Fashion Show. His statement rang true, because yesterday’s show was just as much about the Parsons family as it was about showing off the graduating seniors’ final collections. Editors, photographers, and an endless wave of students crowded into the school’s state-of-the-art University Center at 63 Fifth Avenue, where Milk Studios’ Mazdack Rassi and Parsons alum Chris Benz spoke about their experiences with the school, the importance of having a point of view, and how the brand-new facilities are far superior to the “dump” Parsons used to occupy in Midtown. A series of videos also played in between mini fashion shows, with cameos from Donna Karan, Anna Sui, and Style.com’s Dirk Standen.
“Parsons is all about collaborating,” Collins said. He was referring to the school’s own collaborations, which range from an Allen Edmonds capsule collection to the Parsons/Kering “Empowering Imagination” Competition, which is featured on Style.com this week. “If you’re a brand or you work for a brand, you know you can’t really guarantee being on the homepage of Style.com,” Collins said. “But Parsons can.” You could tell that these BFA students are born collaborators, too. They showed a firm grasp of the current market, sending out boxy coats à la Proenza Schouler; layered knits that called to mind Burberry’s Fall ’14 show; and even Fendi-inspired luxe fur accents, like those on Wenqi Wu’s covetable sheared tunic. We would wear those pieces tomorrow. Each student had a defined point of view—Ximon Lee cites the clothes of Russian street children as his starting point—but at the same time, the show felt cohesive. Not an easy feat. These students spent four years (or more) playing off of each others’ ideas and aesthetics to finish with a range of high-quality, very impressive final projects. You could picture them being an asset to any design team—although many dream of becoming the next Marc Jacobs, Jason Wu, Jack McCollough and Lazaro Hernandez, or Anna Sui, all Parsons alums who are still very connected to the school. Following the students’ upcoming graduation, we can see why they won’t want to leave the clan.
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.