BEHIND THE CURTAIN: Jack McCollough and Lazaro Hernandez wanted to find a new way to tell the story of making a Proenza Schouler collection, and they’ve chosen Instagram as their medium. The digital project, which will give followers a behind-the-scenes glimpse into the making of Proenza Schouler’s fall 2015 collection through a series of posted images, will begin rolling out today on the brand’s Instagram account, @proenzaschouler.
“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,” McCollough said. “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.”
The designers tapped photographer Landon Nordeman to help document the process of conceptualizing, designing and finally delivering their fall collection — for which they were particularly inspired by the work of abstract expressionist pioneer Helen Frankenthaler — which is arriving in stores now. Other contributors to the 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. Each day of the five-day Instagram project will be devoted to showcasing a different facet of the designers’ creative process, from preliminary art research at the Helen Frankenthaler Foundation to the collection’s first sketches at the brand’s New York studio.
Hernandez said they have been getting more directly involved in the direction of Proenza Schouler’s Instagram lately, which boasts more than 341,000 followers. “The user experience is about discovery and visual culture, so it’s seems natural that [Instagram] has become so influential in fashion,” he said.
Ultimately, they prefer to view Instagram as a way to showcase their world and engage with people. “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.”