Proenza Schouler

Brand territories & Founding Myths

Draw from Brazilian Saints and middle age mystics the founding myths of an American brand in love with mysterious vastness and the space between the cracks. Objective : a perfume name.

The mission

The intense feeling of a contrasted world, the exhilarating energy of a megalopolis and the intimacy of newfound nature, the humility and the uprooting that travel teaches, the aporia that language has when explains the world's complexity. When one is a fashion designer, as Jack and Lazaro are, they're often sensitive to mutations that transcend their contemporary existences. These mutations we experience, are best explained by sociologist, and it becomes easier to locate our intuitions within them : a brand's global one ; a perfume's more precise one. That's what Proenza Schouler came looking for at Eranos : a brand's founding myth to convey in a bottle, a nectar and a trail.
With : Proenza Schouler
Interlocutors : CEO / Directeurs artistiques
Regions : New York City
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Cartographies

Discover us Cartographies

Brand founding mythologies and territories, symbolic usage of objects, public desires.

Bounce back

Transport is not a function of the city, it's an experience
Transport is not a function of the city, it's an experience
You can not store love, it must be spent
You can not store love, it must be spent
The work you do matters as much as the conditions you work in
The work you do matters as much as the conditions you work in
Lateness is a gift of Time
Lateness is a gift of Time