Proenza Schouler Threw a Huge Party to Launch Their New Scent

Proenza Schouler Threw a Huge Party to Launch Their New Scent

Rowan Blanchard, Chloë Sevigny, Dakota Fanning and more celebrated the brand's first fragrance, featuring a performance from SZA.

Rowan Blanchard, Chloë Sevigny, Dakota Fanning and more celebrated the brand's first fragrance, featuring a performance from SZA.

Photography: Kenny Chen

Text: Devin Barrett

While Proenza Schouler has migrated to Paris to show their ready-to-wear offerings during the couture schedule, Jack McCollough and Lazaro Hernandez chose to debut their first fragrance, Arizona, in their label’s hometown of New York City. The brand’s roots might be associated with New York, but the fragrance’s spirit is something far more nature-driven. Taking inspiration from trips to the Sonoran Desert of Arizona, the area’s dramatic landscape and vibrant hues informed the duo’s first scent. A sense of adventure permeates the notes of white cactus flower and its mineral signature, allowing for an olfactory connection with nature.

And with the help of Bureau Betak, the duo transformed Skylight Modern in Chelsea into a desert oasis (and escape from the torrential rain) on Saturday night. Guests descended down a staircase and were greeted by a thick haze of purple and copper, and a soundtrack courtesy of DJ Honey Dijon and Total Freedom. Mounds of pink sand throughout the raw space anchored the theme. Dreamy campaign footage lensed by Tyrone Lebon, starring Vittoria Ceretti, lit up two installation areas­—one a large LED screen, and the other inside of an impressive circular structure which guests climbed into for photos. In another corner, VR glasses placed partygoers into an augmented reality, allowing exploration of the cliffs of the Grand Canyon.

Friends of the house celebrated Proenza’s milestone moment, including the likes of Dakota Fanning, Chloë Sevigny, Sienna Miller, and Rowan Blanchard, and were treated to a private performance by SZA. The R&B songstress and breakout star thanked McCollough and Hernandez for having her for the night, mentioning their support of meaningful causes and organizations like Planned Parenthood.

Proenza Schouler’s Arizona is available exclusively at Proenza Schouler and Saks Fifth Avenue. See photos from the party below.

Chloë Sevigny

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