L.A. BOUND: Proenza Schouler is heading to Los Angeles, marking the brand’s first store outside New York City and second stand-alone boutique.
The space is slated to open to the public in September, WWD has learned exclusively.
“Our stores offer a fully realized expression of this house and the extraordinary craftsmanship, the luxury codes, and the uncompromisingly New York point of view that has defined Proenza Schouler from the beginning,” said Shira Suveyke Snyder, chief executive officer, in a statement.
Located at 8424 Melrose Place — in the former Forte_Forte space — the store puts Proenza Schouler in the heart of one of L.A.’s most concentrated luxury shopping hubs. It joins The Row, Maison Margiela, Isabel Marant, Staud and, more recently, Khaite.
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“Los Angeles has always held a special place for us,” Snyder went on. “There is an innate ease to the city and a creative rhythm spanning film, art, fashion and design that instinctively aligns with the global women we dress. Los Angeles is home to some of our most devoted customers, so Melrose Place isn’t just a retail expansion; it is an uncompromising environment built to deeply engage with our West Coast community.”
Launched in New York in 2002 by Jack McCollough and Lazaro Hernandez, Proenza Schouler opened its first stand-alone store on Madison Avenue in 2012, followed by a second location on Greene Street in SoHo a year later. Its current and sole New York store is the flagship at 153 Mercer Street.
McCollough and Hernandez stepped down from the label in early 2025 before taking the creative reins at Loewe, with Rachel Scott named Proenza Schouler’s creative director later that year.
“The flagship debuts during a defining chapter for the house under the creative direction of Rachel Scott whose vision explores the tension between industrial precision and the raw touch of the human hand,” noted the brand. “Designed by James Mills Studio, the Melrose Place interior translates this duality into a physical environment. The space balances the residential intimacy of the historic street with a material language that echoes the tactile intelligence of the clothes themselves: custom plaster, onyx stone details, custom glass display shelving, and an oversize floating walnut desk.”
The flagship will carry a mix of ready-to-wear, handbags, footwear and accessories geared toward the L.A. customer, alongside a rotating selection of locally sourced art and objects.
