what does proenza schouler smell like?
Jack and Laz push Proenza to the next level with the help of L’Oréal.
Back in April, Proenza Schouler's Jack McCullough and Lazaro Hernandez spoke at the French Institute Alliance Française about the future of their brand, teasing us with the possibility of new store locations, fragrances, even a menswear line. While Pro-men-za might still be a while off, turns out the downtown design duo weren't playing on the fragrance front. It was announced today that the pair have inked a perfume deal with L'Oréal.
"Working on a fragrance has always been a dream of ours, and we could not have imagined that one day we would be given the chance to do so with the world leaders in the field. We look forward to translating our visual aesthetic into the subtle and highly emotional world of scent." Jack and Laz said in an Instagram post earlier this afternoon.
So what does Proenza Schouler smell like? Fellow fragrance newbie Azzedine Alaïa has already claimed "the smell of cold water falling on hot chalk" (seriously), so your guess is as good as ours.
Text Emily Manning
Photography Mitchell Sams