Just recently, the duo behind Proenza Schouler invited friends of the brand to skip a night of New York Fashion Week madness and transported them to Arizona in honour of the launch of its first fragrance, named "Arizona".
Instead of dragging New York's elite thousands of miles across the country, the brand brought slices of Arizona to the Skylight Modern in Chelsea — well-placed sand and sunset LED lights made for incredibly Instagrammable moments.
And highlighting the launch party was a surprise performance by breakout artist SZA, one that won't soon be forgotten by anyone in attendance including Chloe Sevigny, Alexa Chung and Dakota Fanning.
All in all, the party managed to take on the intended vibe of the fragrance itself—serene wonder. "Arizona" the fragrance isn't meant to smell like the state, rather evoke the feeling one experiences while taking in the desert's beauty.
Unlike any other we've seen, Arizona opens with a bloom of white cactus flower with touches of mineral nuances and complemented with jasmine, orange flower, solar accord, musk, orris and cashmeran – in short, a scent made to take us to the exotic deserts of the region.
And quite possibly, one of the best of 2018 thus far!