To celebrate the arrival of its fall collection in stores, Proenza Schouler is offering a behind-the-scenes glimpse at how it came to life. Starting today on the brand’s Instagram account, fans will be able to follow the collection from conceptualization to final delivery with a series of images by photographer Landon Nordeman. According to WWD, other contributors to the five-day project include “FIT’s museum director Valerie Steele, the stylist Edward Enninful and model Steph Smith, who opened the brand’s fall 2015 runway show.” A winning team, if ever there was one. As for what inspired designers Jack McCollough and Lazaro Hernandez to take this route, McCollough explained:
“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 has a point, and as especially big fans of seeing how our favourite fashion items get made, we love this idea. It’s also further proof of Instagram’s fashion cachet, which McCollough points out is not simply a sales channel but one that’s great for expressing “the brand’s values.” The first image has yet to be released, but we’re keeping our eyes peeled!
What do you think of Proenza Schouler’s new digital project? Sound off in the comments!