Courtesy Proenza Schouler
Designers Jack McCollough and Lazaro Hernandez
On Thursday, August 22, St. Louisans will have the opportunity to touch, feel, and experience first hand the fall 2019 Proenza Schouler ready-to-wear collection at a pop up hosted by MERCH and staged inside a private Clayton residence.
The designers, Jack McCollough and Lazaro Hernandez, are no strangers to St. Louis and count "many dear friends from the area," says Hernandez.
"We chose Proenza Schouler because they appeal to a wide demographic," says MERCH co-founder Susan Sherman. "It’s been fun to watch their aesthetic evolve over the years and the brand attracts those who love sporty to runway."
As ostrich-feather tops and color-blocked dresses were shipped in—and the mannequins dressed and styled in preparation for the shopping event—McCollough and Hernandez took time to talk with Design STL about some of the items they're bringing to St. Louis, how there are no more rules in fashion, and why coming back to one's roots is so inspiring.
Let’s talk about the collection and specifically about some of the items that your bringing with you to St. Louis. What stands out?
JM: The fall 2019 collection strives to create a complete and modern wardrobe for the Proenza Schouler woman of today: an intelligent woman that is nuanced, multi-faceted, and unapologetically herself. The collection, inspired by the work of seminal artist, Sol Lewitt, explores themes of deconstruction, contemporary tailoring, and modern femininity in a myriad of materials like plaid suiting, moleskin, pleated/printed silks, and luxe cashmere knitwear. Some of our favorite pieces are the subversive yet quite lighthearted ostrich-feather tops and some of the matte jersey color-blocked dresses, both of which were shown on the runway and featured in our latest ad campaign. We’re also excited about our new fall accessories. The Saddle Bag is a classic crossbody style with a bit of an urban edge; our shoe assortment has a lot of cool statement pieces that stand out.
How do you determine what to bring with you? Are you thinking about the St. Louis woman when making these selections?
LH: The St. Louis woman is fashion forward (we have many dear friends from the area), so we are bringing pieces that are strong representations of the collection but also conducive to this city’s lifestyle—things that can be worn day to night, layering pieces, outerwear, bold prints, and unique silhouettes. We try to focus on special pieces like store exclusives or things the customer might not have seen anywhere else. We want it to feel special and unique.
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What’s the upside of doing a pop up in St. Louis? And is this part of your brand’s strategy?
JM: We love bringing the collection to cities where we don’t have a retail location, it’s so important for women to experience the clothes up close, feel the fabrics, and also meet us in person. It’s rare for us to have face time with the customer, so we like hearing feedback and getting a sense of what people are gravitating towards. We find this interaction with the customer completely inspiring.
What important themes are emerging in fashion? What will we be reading about and hearing about in 2020?
LH: Fashion will continue to be all about the individual. Gone are the days of singular, seasonal trends. These days the customer calls the shots, which we think is wonderful, and just about everything is culturally permissible. The rule book has been tossed out the window and people can feel free to do what works for them, what feels right above all else, which allows them to indulge their personal idiosyncrasies. The freedom to be who you want to be is here to stay, and fashion is a great way of expressing one’s individuality….it’s what clothes are all about at the end of the day.
If I’m able to buy just three new items for fall, what would you recommend they be?
JM: A dress (we have too many favorites to pick just one). The new PS19 bag that was shown on the runway for FW19 is a must, and of course a pair of boots to ground it all. That’s a complete, functional outfit in three easy pieces.
What cultural touchstones currently inspire you?
LH: We’re really interested once again in the idea of New York as a cultural hub of sorts. We had been showing in Paris during the Haute Couture for the last few seasons and just recently came back to the city. Ultimately, we’re American boys through and through, and felt more at home, and ultimately, more inspired in our home town. Coming back to your roots has a way of reinvigorating you and so, for now, we are infatuated with the city and by its never-ending ability to reflect the culture at large and its values through its physical presence. The New York streets and its museums and galleries are an endless source of inspiration for us.
The pop up event on Thursday, August 22, is open to the public from 10 a.m. to 4 p.m. Those interested in attending should reply to MERCH.
