A sensation on the other side of the Atlantic and with undoubted international success. For its fourth edition – to be held from 16-19 June – the Florentine tradeshow Pitti W_Woman Precollection is proudly presenting Proenza Schouler, its guest of honour. Accustomed to the New York catwalks, the brand is venturing into Europe this year for the first time with an exclusive preview of its Spring-Summer 2010 collection.

Proenza Schouler, Summer 2009 collection (L) and Winter 2009 (R)

Founded in 2002 by Jack McCollough and Lazaro Hernandez – inseparable, these two lovers of modern art both went to the Parsons School of Design and have received numerous awards, notably from the CFDA – Proenza Schouler has seduced the USA with its first foray into the fashion world. Its collections “portray a number of disparate influences from American art from the end of the sixties to post-minimalism, from Richard Avedon to Irving Penn, from Dan Flavin to Donald Judd, always reinterpreted in their own contemporary, personal and surprising way” stated a spokesman.

More than 45% owned by Valentino Fashion Group since July 2007, Proenza Schouler has the potential for a future beyond its original limitations. “We believe in the great creative talent of Jack and Lazaro and we are certain that, with the support of Valentino Fashion Group’s network and distribution, along with our logistic and industrial facilities, we can contribute to further developing Proenza Schouler into an international brand,” declared Stefano Sassi, pdg of Valentino Fashion Group and president of Proenza Schouler since its takeover.

By Jonathan Fulwell (Source: Julie Mangaud)