Tag: lazaro hernandez

NATASHA POLY FOR PROENZA SCHOULER, SPRING

shot by willy vanderperre, with styling by marie chaix, russian runway queen natasha poly is cast for the fourth advertising campaign for ultra-hip, new york based label, proenza schouler. as a campaign & editorial regular, i had expected a model like natasha poly to be cast for this campaign. her photographic presence, her effortless cool- i feel, mirrors that of proenza schouler, exactly. with production stacee roberts, the campaign takes on minimalist form against a woven backdrop, bamboo furnishings & is framed by a thick black border. as a collection the clothes presented on the runways of new york fashion week were inspired by mid-century road-stop architecture. also referred to as googie architecture, more specifially the architecture mentioned as inspiration is often cited as futuristic & inspired by space, car culture & the atomic ages. commonly used for motels, coffee houses & gas stations- this type of architecture was more commonly used during the 1940’s through the mid-1960’s. seattle’s space needle is considered a form of googie architecture, as is los angeles international airport & the iconic welcome to las vegas sign.

googie (gooh-ghee) inspiration understood, the collection embodies the essence of that form of architecture rather impressively. diversified through use of bold prints, color blocking & structured design lines- all the elements that stood out in the collection’s runway show are well conceptualized throughout the campaign. described as intended to be “luscious, refined…and not appearing to be what it really is” by the design duo, jack mccollough & lazaro hernandez have mastered the art of multi-dimensional design that merges thoughtful inspiration into a spree of other elements that are well represented from clothing, footwear & accessories. all those elements were beautifully captured for the spring season & the use of print fits well for the spring. stylistically, i love the campaign direction & can clearly feel the representation of that 50’s vibe in the images. strong execution & beautifully concepts from design to advertising.

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PRE-FALL COLLECTIONS: PROENZA SCHOULER

NEW YORK – himalayan inspiration filled the designs of jack mccollough & lazaro hernandez for the pre-fall. in a continued effort to re-establish good taste amidst designers in america, proenza schouler is definitely atop my list of favorites. of the more downtown cool labels in new york; jack & lazaro create such original collections each season. in the pre-season that effort is shown in nothing less than the stylized i’ve come to expect. it’s very interesting to see if labels use to pre-season to hint at a new direction or if they use it as a continuation for the direction we seen in the season prior. a small collection, in number, the pre-fall set by proenza is one of jaw dropping color & beautifully orchestrated contrast. unusually vibrant for the fall, it’s clear that designers are taking an electric approach to the FW12 season, even just in the pre-season.

modern silhouettes were seen, as outerwear played the headliner of design for this collection. powerful in design & strong through construction, everything about this pre-season effort screamed strength. minimal in many larger elements, despite their inspiration or choice in direction whether an opposition or conjoining of seasonal trends with other labels in the market, jack & lazaro both know how to balance the new with the expected, perfectly. one aspect i’ve come to love of the proenza schouler label is their eye for ill accessories. that aspect of the labels creative force was noticeably absent for the pre-season. whether the best is yet to come & they are preserving ammunition until show is one of many exciting elements to look forward to, im sure. in seasons past, i’ve been intensely obsessed with the labels PS1 bag & like to see a bit of design opposition from the labels old work in the form of diamond quilted stitching & use of fur with the few handbags that did manage to get photographed in this set.

overall, the collection presents a refreshing take fall fashion & im super excited to see what will be unveiled on the runway for new york fashion week. to reiterate, proenza schouler is one of my favorite labels in the american market. their eye for balancing modern & classic while also fusing the unconventional with the necessary is what keeps them in the upper echelon of my style psyche. founded in 2002, historically, the first ever collection by proenza schouler was bought, entirely; by barney’s. that feat is one that is unheard of in fashion’s incredibly competitive market; that buying power & belief from the industry is what keeps the label consistent & not only that, but relevant. a beautiful slice of design to hold us over until the madness of fashion week returns. come fall, i expect a killing for the fall.  [source]

spring collections: proenza schouler, new york

as one of the most anticipated shows of the season, proenza schouler is fast becoming my womenswear label favorite out of new york. designers jack & lazaro continue down a path of creativity, creating relaxed silhouette’s for women this season. seen in black, yellow, green, orange & pink; the collection also hosts a few pale pastel’s & neutrals. the collection also focuses on tribal element & statment jewelery with an emphasis on texture. accessories in the form of sunglasses & handbags were given the spotlight for the collection as well this season. overall, the collection allows a vision to come alive on the runway; a wide range of looks with varied styles which i really liked. classic elements are always seen on the runways for proenza schouler & this show was no different, classically clean dresses  were shown as sheer textiles were seen at the close.

imagesource | vogue.it

ann + kirby kenny for proenza schouler, fall


represented by DNA models, ann & kirby kenny are twin american female models. they appear alongside one another for the first proenza schouler campaign. i love the dark edge the campaign gives off; its a fresh energy, a modern take on fashion design. i feel like the proenza schouler label has evolved immensely since their design introduction in 2002. lazaro hernandez & jack mccollough display amazing creative chemistry, as demonstrated in this seasons campaign. their vision, collectively, from marketing to design concepts is completely inspiring. they remain a favorite of mine in american fashion design.

imagesource | tfs