Engineering cool: Proenza Schouler

It’s hard to place exactly what it is about Proenza Schouler that makes the label so certifiably cool. Suffice to say that if effortlessness is the most valuable of fashion currencies right now, Proenza Schouler’s hypothetical stock value is surely through the roof.

The New York label brings it again for pre-fall 2012… that near indefinable mix of masculine and feminine, the cross-pollination of tomboy carelessness and girlish affection for all things chic. It’s found in sporty influences, bulky hooded things layered under the sophistication of a skirt suit, unbrushed hair at one end and dainty high heels at the other. Bold, fresh colour is one of the most relied upon tools of the trade for Jack McCollough and Lazaro Hernandez, the label’s designers, and pre-fall is no exception. Where colour isn’t catching the eye it’s navy or black quilting that has comfort factor and cool factor in equal balance.

As always there’s a cleanness to Proenza Schouler’s designs that borders on – but doesn’t quite cross over into – minimalism. Instead it’s careful detail and casual effortlessness playing off against each other in what’s potentially a forerunner to what we’ll see for fall.

For all of the Proenza Schouler pre-fall 2012 collection click on the gallery above.