The Proenza Schouler Fall Campaign Brings Back the Grunge

 - Aug 14, 2010   Updated: Jun 16 2011
References: proenzaschouler & glamcheck
New York Fashion Week favorites Proenza Schouler (Lazaro Hernandez and Jack McCollough), have finally released the Proenza Schouler Fall 2010 campaign, which is the first since the women's apparel line first opened in 2002.

Featuring model twins Ann and Kirby Kenny, and 'it' model Tati Cotliar, the grungy advertisements elicit the exact nostalgic aura which was made clear during their Fall/Winter 2010 showing in New York.

Implications - The hottest and most popularly purchased styles of today are not in fact new and never-before-seen, but reinventions of popular styles from decades past. The style the fashion world has labelled as "hipster," which is hip fashion made from vintage and unusual styles, is now produced on a larger scale by popular designers looking to capitalize on the rise of the individual.