Shop Watch: Proenza Schouler Opens
Fashion’s wonder boys set up shop on Madison Avenue.
July 23, 2012
Jack McCollough and Lazaro Hernandez
Fashion’s “It” boys, Proenza Schouler designers Jack McCollough and Lazaro Hernandez, have finally opened their first retail store on the corner of Madison Avenue and 69th Street. Though open for business, the shop is going through a “soft” phase, stocking mostly accessories and some apparel, selections of which are only available in the store.
Founded in 2002, Proenza Schouler’s first collection was the thesis project of McCollough and Hernandez while at Parsons design school. Since then, the brand has dressed some of the most fashionable celebrities and become a favorite among fashion editors.
The spring 2012 collection gives a nod to the 1950s and ’70s with chunky wooden platforms and very short skirt suits. The two-story space has been described as “downtown” looking, with exposed pipes and unfinished concrete, which has fans hoping that a SoHo storefront might not be far away. 822 Madison Ave., 212-585-3700