Proenza Schouler Says Fashion Bloggers Create an “Extraordinary Impact”

“Blogs posting things about us, going viral, spreading throughout the internet… it has an extraordinary impact on the business.”
~Jack McCollough, Proenza Schouler

You know the fashion industry has truly embraced social media when top-tier designers such as Proenza Schouler's Lazaro Hernandez and Jack McCollough take time out of their pre-show schedule at fashion week to talk to bloggers at Evolving Influence. Imran Amed of Business of Fashion interviews Jack and Lazaro about their emergence in the social media space and what that means for the growth of their brand.



What I took away from the talk was that, Proenza Schouler, as a brand took to the digital space not so much for the love of all things digital, but more because of what it offered: an opportunity to present their brand directly to their consumers, directly to people like you and me. Bloggers offered them not only a faster way to transmit their collections to the public but also immediate feedback from a younger, and more geographically diverse audience (they were amazed about how many people in the MidWest made purchases when their ecommerce site opened up).


Of course, they're still figuring things out, then again, we all are. Imran noted,  “So is the entire industry…I think everyone is trying to wrap their heads around [social media]”


Photo by Dustin Fenstermacher, Video Interview by Wendy Brandes

Leave a Reply

Your email address will not be published.

9 Responses

  1. Doni W.

    I loved being there and witnessing this interview. Imran is a master at these interviews and asking the questions we all want to know the answers to.

    Thank you again IFB for allowing me to win tickets and be apart of such a legendary event.


  2. Bella Q

    I absolutely adore Proenza Schouler because of their talent. And their charm. But yah, it doesn’t hurt a bit that they are forward thinking enough to embrace fashion bloggers. Not one bit.

  3. Eva

    I’m really, really thrilled when high industry figures recognize fashion bloggers. We deserve the recognition. Kudos to Proenza for knowing how to communicate with bloggers and use social media effectively. Even though it’s 2011, this is still rarer than you’d expect.

  4. Madeleine Gallay

    Proenza Schouler is very good at social media and just doing edgy cool things from the bags to that art/fashion film from Harmony Korine.

    Social media has given them a shortcut to being able to sell on their own website special pieces and as so many are moving much of the retail selling to the internet.

    Bloggers are impacting in an immediate way and just opening doors. Interesting that many of the Vogues, Bazaar and not only have their own blogs but have sections for outside bloggers.

  5. Khola

    It is so interesting to see higher end designers embracing bloggers, our opinions and recognizing the impact we have on fashion.

    It will also be interesting to see the collaborations that develop out of these relationships.

    Khola’s Kloset