Heritage
A house, in its own words
The story of Proenza Schouler begins in the hallways of Parsons School of Design, where Jack McCollough and Lazaro Hernandez met in 1998. The two designers bonded instantly and, after graduation, worked briefly under industry mentors before launching their own label in 2002. The brand name itself carries personal weight: Hernandez's mother's maiden name is Proenza, while McCollough's mother's is Schouler. Their graduate collection caught the eye of Anna Wintour and secured them the prestigious CFDA/Vogue Fashion Fund award. Over the following years, Proenza Schouler built a loyal following with its architectural approach to dressing, each collection offering a fresh take on modern femininity. The label became synonymous with the cool girl uniform: polished but effortless, structured but soft. In 2017, the brand made a natural move into fragrance with Arizona, developed in partnership with L'Oréal. The launch marked a new chapter, translating their visual language into something you could wear on your skin. Proenza Schouler designs with a specific woman in mind: someone who dresses for herself, who values both structure and ease. Their philosophy centers on reimagining what American sportswear can be. McCollough and Hernandez approach fashion as a form of problem-solving, finding unexpected solutions in fabric, cut, and proportion. Their aesthetic refuses easy categorization. It is not quite minimalist, not quite maximalist, but occupies a space where both coexist. This same sensibility drives their fragrance work. Arizona does not follow trends; it captures a feeling. The designers wanted a scent that embodied their personal experience of travel, freedom, and wide-open spaces. They treat fragrance like they treat fashion, searching for the intersection of cool and wearable, familiar and surprising.