Proenza Schouler designers Jack McCollough and Lazaro Hernandez are launching a unique instagram project - starting today, they'll be using their account to give followers a look behind the scenes at their creative process, sharing images of how they worked on their Autumn/Winter 2015 collection, via @proenzaschouler.
McCollough commented that they wanted to show a part of the process that people often overlook: “It often feels like fashion documentaries and branded books focus on the same few aspects of the collection: the show, the casting and the fittings. There is so much more that goes into the design process. We thought Instagram would be a great platform to share some of our process with an attention to detail that is often overlooked in more traditional mediums.”
He added: “We want [our Instagram account] to be more representative of what Proenza Schouler stands for, an outlet to express the brand’s values, rather than another sales channel,” McCollough said. “That’s part of its beauty. Of course, product is part of that story, so we’ll always feature it prominently, but we don’t think of it as a click-to-buy platform.”