As the trend to show pre-collections abroad grows, it was only a matter of time before American brands wanted in. First, Public School took pre-fall to Dubai. Now, according to a report by Business of Fashion, Proenza Schouler will show its Cruise collection in Paris on July 4 to coincide with the couture shows.
MAC cosmetics is helping to fund the trip, as well as providing beauty from senior makeup artist Fatima Thomas. But this won't be the multi-million dollar, social media extravaganza productions of brands like Chanel, Dior or Gucci. Proenza Schouler will present the clothes in an intimate salon format, followed by a party at Moda Operandi co-founder (and personal friend) Lauren Santo Domingo's home. As half of Proenza Schouler's sales happen abroad, the move is intended to get the collection in front of international press who might not otherwise see pre-collections, which are notoriously spread out over the course of several weeks and difficult for press to cover.
As with pre-fall, photos will not be released to the public until the collection arrives in stores, and social media will be banned from the presentations. It's a strategy that the brand says has benefitted them greatly. "The press that we got from that video was like, 100 times more attention than if we would have just released the images the day we did the presentation in the showroom," designer Lazaro Hernandez tells BoF. "We magnified the presence of the Pre-Fall collection."
For members of the American press who won't be in Paris for couture, private appointments will be held in New York. We have reached out to Proenza Schouler for confirmation and will update as we learn more.