Clear Mag Magazine

Proenza Schouler

The Proenza Schouler duo of Jack McCollough and Lazaro Hernandez presented a mesh of virtual fashion and tangible art to reveal their Spring 2010 collection in collaboration with Pitti Immagine.

The collection debuted at the Villa della Petraia in Florence for Pitti W, the biannual fashion event in the Italian city.  Pitti Immagine joined forces with the Art Production Fund, a New York non-profit and chose three artists: Kalup Linzy, Haim Steinbach, and Kembra Pfahler, to be a part of the installation.

Linzy, a videographer, Steinbach, a spatial collage creator, and Pfahler, part of the art glam rock band, The Voluptuous Horror of Karen Black, all contributed to the multi-faceted experience that was the unveiling of Proenza Schouler’s 2010 Spring Collection.

Linzy produced a video using model Liya Kebede and actress Chloe Sevigny, Steinbach designed an exhibit at the villa entrance adorned with the design duo ‘s found objects: dog toys, plastic onions, a metal bed frame, and strappy sandals, while Pfahler performed in a Proenza Schouler body suit.

In unmatched fashion, Proenza Schouler married virtual art, ear candy and cutting-edge fashion to present an unforgettable Spring 2010 collection.

        

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