Proenza Schouler designers Jack McCollough and Lazaro Hernandez are reportedly planning to show the brand's cruise collection in Paris next week amidst haute couture week, according to Business of Fashion.
The intimate, invite-only presentation will be sponsored by MAC, and it's been communicated to attendees that all social media is banned. Additionally, all collection images will remain under embargo until the collection lands in-store.
Harper's Bazaar US reports that "the presentation is part of the brand's efforts to cater to customers and markets outside of the U.S." as half of the brand's revenue is generated from overseas markets. The designers are hoping that this tactic, which they employed for their Pre-Fall collection, will increase attention on the collection. Looks like only time will tell. - Maddison Glendinning