You can take a brand out of America but you can’t take America out of a brand. New York-based fashion house Proenza Schouler presented their fall/winter 2018 collection during the Paris haute couture calendar in January, their second consecutive show in Europe’s fashion capital.
Perhaps not so ironically, the cornerstone of this season’s collection was handicraft, but not the elaborate type that women are accustomed to seeing at lavish, couture defiles. Instead, creative directors Jack McCollough and Lazaro Hernandez took a journey back to the 1970s American West. California’s Hippie movement and women’s liberation were jumping off points for the design duo, as were classic Americana textiles, Western patchwork, and old-fashioned craft. The designers stayed true to the brand’s relaxed-yet-sophisticated hallmark silhouettes, working in neo-hippy citations through pops of tie-dye, macramé, unique prints, and woven leather. Despite the show’s bohemian focus, the designers never lost sight of the brand’s core customer, working in luxurious textures, tailored overcoats, rich detailing and statement accessories, making for a masterfully eclectic collection that Proenza’s girls are sure to covet.

References
- 1
- 2
Macrame Crafter
1970s

Steven Meisel
Yoga Time, Vogue Italia, September 1999

Alex and Lee
Necklace, 1975

Hippie Tree House Village
Hawaii, 1969

Vogue Italia
1970

Hippie Woman
Native Funk & Flash, 1974

Barry Shapiro
Hippie Architecture

Marc Bohan for Christian Dior
1970

Alex of Alex and Lee
Feature in Native Funk & Flash, 1974

Bruce Goff
Ford Residence, Aurora, Illinois, 1948

Andre Sornay
Dining Table, 1930s

Eva Hesse
1968

Richard Avedon
Jean Shrimpton for Vogue, 1971

Laurel Burch
Native Funk & Flash, 1974

Louise Bourgeois
What Is The Shape Of This Problem?, 1999

Lynda Benglis
Latex Floor Painting, Rhode Island, 1969

Mandala
Tapestry

Yves Saint Laurent Collection
Spring/Summer 1970

References

Macrame Crafter
1970s
1 of 18

Steven Meisel
Yoga Time, Vogue Italia, September 1999
2 of 18

Alex and Lee
Necklace, 1975
3 of 18

Hippie Tree House Village
Hawaii, 1969
4 of 18

Vogue Italia
1970
5 of 18

Hippie Woman
Native Funk & Flash, 1974
6 of 18

Barry Shapiro
Hippie Architecture
7 of 18

Marc Bohan for Christian Dior
1970
8 of 18

Alex of Alex and Lee
Feature in Native Funk & Flash, 1974
9 of 18

Bruce Goff
Ford Residence, Aurora, Illinois, 1948
10 of 18

Andre Sornay
Dining Table, 1930s
11 of 18

Eva Hesse
1968
12 of 18

Richard Avedon
Jean Shrimpton for Vogue, 1971
13 of 18

Laurel Burch
Native Funk & Flash, 1974
14 of 18

Louise Bourgeois
What Is The Shape Of This Problem?, 1999
15 of 18

Lynda Benglis
Latex Floor Painting, Rhode Island, 1969
16 of 18

Mandala
Tapestry
17 of 18
