Proenza Schouler Changes The Brand Design Way To "Cater For" Instagram

If there is a dream alliance in fashion, it may be the same as today's Fast Company group meeting, where Instagram Eva Chen and Lazaro Hernandez and Proenza Schouler designer Jack McCollough throw each other.

The three men discussed their most popular posts: the real value of influential people, and the guy who sewed the pizza hat.

Let's learn more about their different views on fashion industry.

McCollough told the audience: "when we started designing, we used to go to New York public library to do research to explore inspiration.

But Instagram tags change this habit...

We started using tags as search keywords.

When we start searching for something on the Internet, we often find some artists or trends we do not know.

Then we will make a screenshot or picture of our favorite search results, print it directly through the computer and paste it onto the wall.

Chen sighed and said, "we all know that a person is in.

It is totally different from the image in everyday life.

I will think, how long can you keep this life?

There will always be endpoints...

Five years ago, when Instagram appeared, you would send out a bicycle picture and say, "ready to go cycling!" now, this old bicycle is coming from Broolyn's shop. A girl will be riding high heeled shoes. Her hairstyle has been specially designed.

I began to think that we should return to the most real self, tell our stories, and the real story is the most important.

This is not just a suggestion for Instagram.

This is a suggestion for life.

"We believe that a brand can have a wide range of product lines and price ranges," Hernandez said.

We make one hundred dollars a T-shirt and a skirt of 20 thousand dollars...

All of this comes from the same.

。

Now we are working with L'OREAL to produce a perfume.

It may be launched in 2016 or 2017.

Hernandez said: "now people are concerned not only with clothes, but also on screen.

Your designs are different.

In the end, the clothes look a bit hard and have more colors.

Black clothing is no longer good on the screen.

Vogue magazine basically doesn't shoot black clothes because it can't capture details.

We like black clothes, but they do not do well on Instagram. "

Chen laughs. "People like to complain that Instagram is going to make everything different.

But this is exaggerated.

Long before Instagram appeared, Marc Jacobs took the military band to T and spread the confetti when they appeared.

McQueen has also designed butterfly helmets.

Before the Internet existed, fashion shows were already amazing.

But now more people see these crazily.