"Pree-neeza. Pro-enzah? Skoza... Showler? Shall-ah?" Another day, another different pronounciation of Proenza Schouler.
In Proenza Schouler Is, a new mini documentary about the cult label, random New Yorkers are challenged to present their unique interpretations of name with predictably hysterical results. (For the record, it's "Pro-en-za Skoo-ler".)
Designers Jack McCollough and Lazaro Hernandez are well aware that it can be tough to get the name of their cult label right, but there's good reason behind the tongue twister. "Proenza's my mother's middle name, and Schouler is Jack's mother's maiden name," McCollough sighs. "Sometimes I feel like we should have changed the 'u' to another 'o'. Shoulda, coulda."
Filmed by directing duo The Harrys and soundtracked by Chairlift's Caroline Polachek, the mini-doc is a peek into the lives and influences of the designer, showing the pair at work in the days leading up to their AW14 show and as they prep for their first ever retrospective at Le Bon Marché in Paris.
"We've got this big binder of our entire archive," the designers told Dazed. "All of our collections have been so autobiographical, so you look at old pieces and they reminds you of a certain time in your life, almost like rereading an old diary or going through a picture album. Realising that we have like, 12 years of archives kind of made me feel old!"
If you're in Paris, the exhibition is on until March 22. The full doc was released yesterday – watch it above.