Proenza Schouler Brings the Southwest to NYFW with 'Arizona' Fragrance Launch

Beloved New York brand Proenza Schouler provided an escape from the blustery rain of this year's NYFW, instead offering a getaway through scent to the quiet solitude and dusty blues and pinks of the Southwest with their new fragrance "Arizona."

Proenza's Jack McCollough and Lazaro Hernandez debuted the new perfume last night at the Skylight Modern with a recreation of the natural beauty they took in during a trip to the western state. The bottle itself reflects the crystals and geodes found all over the desert state, and the scent is reminiscent of a sweet-smelling cactus flower they came upon that to their knowledge had never been used for a fragrance before. At the event, mounds of pink sand transported visitors to the desert, and an "augmented reality" nook brought guests face-to-face with the cliffs of the Grand Canyon with the help of 3-D glasses.

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"We wanted something that was a classic scent, that conveyed the luxury of disconnecting—a little bit far away, an art world feel, a little bit out west, something grounding," Hernandez told Vogue. "People want to escape right now and get back in touch with the core elements, I think."

Guests including original Proenza muse Chloë Sevigny, Dakota Fanning, Dree Hemingway and Alexa Chung were all in attendance. Guests also enjoyed a performance by R&B goddess of the moment SZA.

Images via BFA