To tell you the truth i only started adoring everything about Proenza Schouler since their Spring 2010 Street Scuba Oceanic Couture collection (see photo below). Everything about that collection seemed to work effortlessly. Then on, Lázaro Hernández and Jack McCoullough never stopped amazing me with cool modern american sportswear that you definitely want to wear.
For Spring 2011, Proenza Schouler delivered one of their best collections by far. Referencing from the conventional codes of femininity like Lace, Sequins, Emroideries and Chiffon they then took everything into a whole new level of COOL. Tripped up pieces with pyschodelic sequins and tweed and neon-acidy-wash-techno finishes all put together to form a proper LADY.
Backstage Photos from Jak and Jil
Here is the PROENZA SCHOULER SS2011 AD Campaign
Photographed by Willy Vanderperre
Featuring models Melissa Tammerijin and Julia Nobis
And I quote Phillipe Starck: 'the sexiness of tomorrow is intelligence' so what does an early 20-30 something fashionphile do? Easy. Be polished and put together, but in a cool modern way, the Proenza Schouler way.