Old Schouler: Luxury fashion company embraces Netstalgia

12.03.2013 Proenza Schouler : David Sims : Eddie The Wheel

New York- High-concept womenswear brand Proenza Schouler has rebranded and as the final stage has relaunched its website, bringing together fashion, luxury, 1980s influences and today’s technology.

Brands are turning to what we describe as Netstalgia, looking back to the early stages of the internet and reviving the look and excitement that occurred when the internet first evolved.

Proenza Schouler has created a film, directed by David Sims and Eddie the Wheel, showing its spring/summer 2013 collection. The video uses 1980s-style graphics and shapes, alongside contemporary graphics and models showcasing the brand’s latest looks. It merges nostalgia for the past while embracing current internet culture.

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