The Tamesis
To enter wholesale and direct channels, Proenza Schouler is investing heavily in content, the CEO said. Industry insiders know and are excited about Scott’s role, but what about the more average consumer? She said it’s critical that customers understand what they are investing in when purchasing Proenza. “We have an opportunity to express our stance and identity more openly and provide greater clarity through our content, messaging and images.”
The shows for Proenza Schouler and Diotima showed how Scott will juggle both brands. “We’re kicking off New York Fashion Week [NYFW]Suveyke Snyder said. (New York Fashion Week technically ends on the Monday after Diotima’s Sunday show, but the 16th was a much quieter day.)
The brand is honored to open New York Fashion Week this season; Suveyke Snyder said it’s an opportunity for Scott to showcase his vision to the community and customers. As for whether the brand will continue to hold fashion shows in New York in future seasons, the CEO was relatively silent. (Recall that McCollough and Hernandez left New York for Paris in 2017, but returned to the United States the next year.) “The world is evolving,” she said, referring to how brands can tell their stories in 2026. “Fashion shows give us an incredible way to express our vision, so it’s a crucial time right now, but things are evolving.” When asked if that meant Proenza wouldn’t show up every season, Suveyke Snyder said firmly: “Proenza is a runway brand.” So any evolution is likely to be in location, not format.
Looking to the future
Once her official debut at Proenza is completed, Scott’s attention will turn to Sunday. Suveyke Snyder is focused on what’s ahead. If 2026 was about refining the brand story, 2027 will be about expansion.
The roadmap for next year will center on international growth as well as product category expansion. The two are related; in the United States, Proenza is known for its ready-to-wear clothing, and internationally for its handbags. “We have a history and a legacy as a leather goods brand – especially when you think about international markets,” the CEO said. Outside the United States, revenue is primarily derived from the sale of leather products.
From a manufacturing and product development perspective, leather goods take time. Suveyke Snyder said the fall/winter 2026 show will showcase the look of Proenza Schouler by Rachel Scott handbags, but more products are in development. “We’ll continue to see development in the next few markets in June and then start to feel fuller again in September.”
Wednesday’s show, though, will provide a blueprint for the next chapter. “You can really feel the code of texture, materiality, intensity of silhouette, balance of sharpness and softness,” she says. “You’ll see it come out and it will feel like a modern Proenza.”
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