Proenza Schouler for Target Opening Ceremony - 35 Howard St. February 1st, 2007 Written by Bob Bland Clothing Photos Courtesy of Prouenza Shouler

Proenza Schouler's meteoric rise to fashion fame is as much a result of their enterprising business prowess as their collective design talent. After meeting at Parsons School of Design in 1999, Jack McCollough and Lazaro Hernandez partnered for their thesis project, creating a moniker from their mothers’ maiden names. The official launch of the label was in 2002, the same year that Barney’s fashion director Julie Gilhart purchased their entire Parsons collection. A year later, the design duo was presented with the prestigious CFDA Perry Ellis Award for new talent, and they have been editorial darlings ever since. The next in a long and chic list of luxury designers to team up with Target, McCollough and Hernandez revealed their take on mass market fashion at an exclusive preview in Soho on Thursday.

Opening Ceremony is a trend-driven boutique that fashion insiders rely on for the cutting edge brands in international fashion. Usually stark and clean, the space was transformed with colorful images of Proenza Schouler styles for Spring/Summer and a fresh coat of violet paint. The exclusive shopping party was packed with fashionistas from the start, and a Lotus-worthy crowd stood in line below an iconic bulls-eye banner outside. The event was covered by MTV and attended by several celebrities, most notably the designers themselves, who graciously welcomed friends and guests before moseying outside for a smoke.

Proenza Schouler’s line for Target combined overt 1960’s silhouettes with saturated summer colors and iconic Hawaiian prints. The most eye-catching design, a contrast piping bullet bra top that evoked Madonna’s early ‘90’s version by Gaultier, is available in babydoll top and dress lengths in a variety of hues. The line is available from now until May 1st, online at www.target.com or in Target locations nationwide. For more information on the designers, check out their website at www.proenzaschouler.com.