collection & imagery concepts: Brain MapsPROENZA SCHOULER, EVERGREEN COLLECTION
A COLLECTION OF GARMENTS —————celebrating each mind’s beautiful and imperfect navigation of the world, while staying true to Proenza Schouler’s brand DNA.
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Proenza Schouler is a New York City based luxury womenswear brand, founded in 2002. Their products are sleek, conceptual and architectural.
The brand has struggled with a bit of an identity crisis.
Proenza Schouler has no true brand identifiers 22 years into its existence, other than a signature blue utilized in some of their products. Fashion critics often refer to their collections as copycats of similar designers. With Brain Maps, I bring in a themed collection with depth, a core color palette, textile base and silhouettes that can become the foundations of subsequent collections.
Inspirations
emotional regulation
pattern formations
Neurons Firing
Organic Shapes
electrical impulses
Brain Scans
Hues
The Proenza Schouler blue is built into a new core palette of neutrals that easily can pair with various fashion and reach colors.
1x1 Rib, 3.5 oz.
Jersey, 4 oz.
FABRICS2x2 Rib, 4 oz.
Boucle Boiled Wool, 5 oz.
These knits will become staple textiles of the brand, offering consistent, comfortable fabrics that easily fit into the busy lives of their chic clients.
Collection Peek
Collection Peek
Shapes inspired by those of the human brain and neurons
#102106
Neuron Top $395
Angular neck 1x1 Rib, 3.5 oz.
Underbust cutouts
Pull-on
Quarter-length sleeve
“We see with our brains, not with our eyes”
#102401
Connection Skirt $790
Angular ribbed waist Boucle, 5 oz
Angular hem Heavy Ribbing
Pull-on
Maxi length
sheath silhouette
#102001
Neuron Dress $990
Angular neckline Jersey, 4 oz
Underbust cutouts
Sleeveless
Pull-on
Handkerchief hemline
Midi length
“Biology gives you a brain. Life turns it into a mind.”
#102108
Dendrite Top $790
Notched bateau neckline 1x1 Rib, 3.5 oz.
Cropped silhouette
Full length sleeves
#102309
Sulcus Trouser $395
Angular waistline 2x2 Rib, 4 oz
Handkerchief hem Elastic
Fitted
Ankle length
flagship store Imagery ConceptsStorefront brain sculpture in signature Proenza blue hue
Neuron web decor at center of space
By introducing core color palettes and textiles, as well as bringing in conceptually themed collections like Brain Maps, Proenza Schouler will tell a more cohesive story, positioning itself once again as a leader in conceptual luxury womenswear.
Take care of your brain.
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Take care of your brain. 〰️
Visual Design
Product Development
Design Research
Brand Identity
Customer Experiences
Disciplines
Fashion
Industry
