Apparel Online India 16-31 July' 17 | Page 38

DIRECTIONS BY F ounded by Jack McCollough and Lazaro Hernandez, it was New York-based label, Proenza Schouler’s first outing for Couture Week in Paris for its Spring/Summer 2018 collection. “One collection, one world,” is how one half of the label Lazaro Hernandez described the collection which delivered in equal parts ready-to-wear, made-to-measure, along with a few resort influences as well. The duo put in hours researching on independent ateliers located within Paris that specialize in artisanal techniques, to collaborate with them for ribbon work, feather applications and hand-weaving. The brand stuck true to its signatures and focused on surface work, powdery looks and fluffy textures to inject a certain dose of French classicism. A heady romance of flared and tiered ruffles, corsetry inspired details, 3D appliqué florals and lace caressed shoulder baring silhouettes that were paired with generously slit skirts. Exemplary masterpieces of construction were presented via asymmetrical hems, corsetry-inspired details, hooks and eye closures, layering techniques and smartly executed exposure. PROENZA SCHOULER SPRING 2018 READY-TO-WEAR Details included off-the-shoulder styles, trailing ribbons, lace embroidered flared pants, calf grazing floral and jacquard coats which were at times layered under leather bodices and halters. Asymmetric hook and eye corset tops over flapper style dresses were adorned with feather rings and 3D rosettes created out of ribbons. Smocking jackets that featured intricate handwork, skin-tight ribbed knitwear contradicted by leather corseted bralettes and lace and tulle dresses that featured draped ruffles along the front line, created the perfect blend of Americanism and French craftsmanship. This move comes in an effort to enhance their sales and to appeal to a larger gamut of clients and buyers internationally. “Currently a large percentage of the brand’s sales are placed during the pre-collection market with the smaller balance going to the runway delivery, which, in truth, is the heart and soul of the Proenza Schouler brand. This shift in strategy will ensure that Proenza Schouler’s runway collection, including both ready-to-wear and accessories, will be the focus of buys and get delivered to stores earlier, thus giving them a longer life at retail,” the company expressed in a news statement. 38 Apparel Online India | JULY 16-31, 2017 | www.apparelresources.com