March 13, 2013

The new Proenza Schouler website, a grown-ups fantasy world

Proenza Schouler

The stepping into the inventive Proenza Schouler universe is now made through the American house’s new website, and its design is perfectly up to the original Proenza Schouler aesthetic. In the virtual setting abounding in colour and visual stimuli, the houses’ collections and online store are a delight to be found.

In Business of Fashion, designers Jack McCollough and Lazaro Hernandez talk about Proenza Schouler’s idea of highly contemporary high fashion and about their collaboration with Peter Miles for a rebranding within the limits of the original concept.

The new website, they argue, has a more complex motivation than that of a finely tuned look, behind it lying a business model Proenza Schouler wishes to grow as coherently as possible. The now expanded online store is the world’s biggest, and the expectations regarding its contribution to the label’s sales are proportional. More than that, the aim is to have the website embrace its designated global vocation through the translation of its contents in order to meet the European and Asian markets proenzaschouler.com is already shipping to.

Proenza Schouler’s business strategy isn’t, yet, detached from the house’s essence and spirit, on the contrary. Linking creation and business, their digital strategy is just as consistent when it comes to image or content. Twitter, Tumblr and Second Life are only a few of the media McCollough and Hernandez have exported some of their creativity to, and fashion lovers, online fans and those passionate for the new and authentic have followed.

The flow of creativity is bidirectional, and Proenza Schouler is here and instinctively knows how to communicate with its fans, while pushing the world of luxury fashion toward new territory.

Proenza Schouler

 

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Photo source: Proenza Schouler