Proenza Schouler will open their very first store on Friday, on a very posh block of Madison Avenue, and within the same block as fashion houses Gucci, Prada and Tom Ford. It goes without saying that there are major expectations for as well as a lot of pressure on Proenza Schouler because of this. Does this intimidate designers Lazaro Hernandez and Jack McCollough? Not at all. However there was a point where it “just felt wrong”.
When WWD asked the designers if it was weird for them to located be in such an upper-crusty neighborhood, given their reputation for looking all hip and “downtown,” they said no. “You see, people who live and/or shop around Madison Avenue are wealthy, and their clothes do cost a lot of money.” In Hernandez’s words, “It just felt wrong in a good way to open uptown… the reality is, the clothes are expensive and the customer is here.”
WWD gave a review of the new store, declaring that it is, “a two-story matrix of Proenza Schouler cool,” “edgy and sophisticated but not overtly feminine,” and “raw yet slick.”
Designers Jack McCollough and Lazaro Hernandez.