Kim Kardashian in her Proenza Schouler dress at the CFDAs (L) and with the designers Jack McCollough and Lazaro Hernandez

Kim Kardashian’s Fave New Brand Gets A Fragrance

All eyes were on Kim Kardashian as she arrived at the CFDA Awards earlier this week, fresh from announcing her second pregnancy to the world. And what did she choose for her very first maternity look? A custom, sheer dress littered with eyelet detail, of course. Featuring feather trim- which caught fire after the awards, and had to be extiguished by none other than Pharrell- the dress was created for Kim by American label Proenza Schouler, and it’s just been revealed that the brand will be launching its very first fragrance. 


READ: Pregnant Kim Kardashin Debuts Baby Bump In Skintight Dress

Although no specific details are yet known, the company has officially confirmed the news that it signed a deal with beauty behemoth L’Oreal, which already produces perfumes for the likes of Giorgio Armani, Viktor & Rolf, Ralph Lauren and Yves Saint Laurent. And given what a powerhouse Proenza Schouler has become, with a celebrity fanbase including the likes of Beyonce, Jennifer Lawrence, Emma Stone, Keira Knightley and Cate Blanchett, we predict that the scent will be a sell-out. 

(L-R) Beyonce, Emma Stone and Keira Knightley all wearing Proenza Schouler (L-R) Beyonce, Emma Stone and Keira Knightley are all fans of Proenza Schouler’s creations

 

The brand was founded in 2002 by design duo Jack McCollough and Lazaro Hernandez, and has since become one of New York Fashion Week’s hottest tickets. But the name has really gone stratospheric since Kim rocked her bespoke creation on the red carpet, although she wasn’t an obvious choice for the designers to dress. “We’ve never dressed someone like that, you know,” the pair told Style.com. “Grimes is definitely more the kind of girls we normally dress, so it’s kind of cool to open the horizon.”


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Proenza Schouler's designers with Grimes at the CFDA Awards Proenza Schouler’s designers pose with Grimes, who was wearing a dress from the AW15 collection to the CFDAs

 

In fact, the design partners were accompanied by Grimes- the musician known for her quirky, cool sense of style- who was of course wearing a Proenza Schoulder AW15 dress. So how did the Kim collaboration occur? “They kind of approached us, actually,” Jack explains. “Jenke [Kim’s stylist] really wanted us to do something for her, and she was really into it.”

We can’t wait to get our hands on the Proenza perfume. And we bet the A-listers will be queuing up, too. 


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(L-R) Jennifer Lawrence and Cate Blanchett wearing Proenza Schouler (L-R) Jennifer Lawrence and Cate Blanchett both wearing Proenza Schouler on the red carpet