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.
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.
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.”
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.