Proenza Schouler to launch fragrance

Proenza Schouler's CEO Shirley Cook said 'We've been researching perfume - eventually we'd like to have one - so I wanted to understand the market better and also understand what is nice and what isn't nice. And I've really found that I like Serge Lutens ones the most'.

If the design duo Jack McCollough and Lazaro Hernandez take Serge Lutens' niche, luxe fragrances as inspiration it could make for an exciting new scent. McCollough learnt his craft working for Marc Jacobs while Hernandez gained experience at Michael Kors, both big-name designers with successful, mainstream fragrances – it’ll be interesting to see which direction they take.