Proenza Schouler Spring 2013 – Beauty Report

Lazaro Hernandez and Jack McCollough reinvent the idea of the “cool” girl every season at Proenza Schouler, and this one birthed the computer manufactured, high def heroine that is both ambitious and energetic decked out in a collage of abstract images said to be found from Tumblr.  Paul Hanlon describes the hair as “scratty”, a sort of languid, lived in style that is meant to be messy and disinterested in a very “who cares” kind of way.

There was something dark and a bit perverse about this girl in such beautiful clothes with an unkempt do’. “This season, the boys wanted all the models to wear these black stretch collars under the clothes as a way to elongate the neck,” he explained. “We thought it could be cool to do a visual thing with the hair, as well, to give the impression that it had got stuck under her jacket and flattened down, almost dented in the back.” This was not an easy feat. A hidden section of braid was flattened against the head to remove all volume then blasted it with Fekkai’s Perfectly Luscious Curls Wave Activating Spray which, when used in excess and dried with a diffuser, produced a bedraggled, untidy look. To create a distinguishable line where the collar would have been, a scarf was tied tightly around the neck up until show time. “It’s not supposed to be beautiful. It’s just supposed to be cool,” said Hanlon.