Proenza Schouler Launches “The Early Edition,” Joins See-Now-Buy-Now Conversation

Proenza Schouler Launches “The Early Edition,” Joins See-Now-Buy-Now Conversation

Proenza Schouler’s Lazaro Hernandez and Jack McCollough are getting into the see-now-buy-now game and introducing a small capsule of ready-to-wear and bags on their Fall 2016 runway next Wednesday, February 17. The news preempts announcements made by Burberry and Tom Ford last week that those brands will introduce see-now-buy-now collections at September’s shows.

The Early Edition collection, as they’ve named it, consists of eight runway looks and four takes on the Hava handbag, a style the designers introduced on the Spring ’16 runway that promises to be a focus of the Fall collection. All of The Early Edition pieces will be available for purchase the morning after their show at the Proenza Schouler store at 121 Greene Street; the bags will also be sold on ProenzaSchouler.com. The only hitch? As everything has been made in limited quantities, they’ll only be available until Monday, February 22 at 10:00 a.m. Otherwise, shoppers will have to wait to buy when the entire Fall collection ships later this year.

This isn’t the first sign that Hernandez and McCollough have been thinking hard about their customers and changing buying habits for designer fashion. Like Céline’s Phoebe Philo before them, they opted not to distribute pictures of their latest pre-collection until the clothes and accessories are available online and in stores.

Pictured below is one of the The Early Edition Hava bags in patent lambskin leather and suede intarsia patchwork with a chain link shoulder strap.


Proenza Schouler bag
Proenza Schouler bag

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Photo: Courtesy of Proenza Schouler

The post Proenza Schouler Launches “The Early Edition,” Joins See-Now-Buy-Now Conversation appeared first on Vogue.


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