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The Countdown is On

Structured tops and dresses incorporating Proenza Schouler’s now iconic bustier are migrating from Park Avenue to Main Street as fashion prodigies Jack McCollough and Lazaro Hernandez of Proenza Schouler launch their capsule collection of limited-edition clothing and accessories for Target this month.

This is the fifth designer collection for the mass retailer’s “Go International” fast fashion initiative, which indulges bargain shoppers with designer clothing at affordable price points (previous capsule designers include Behnaz Sarafpour and Luella Bartley). Although Lazaro Hernandez and Jack McCollough, both twenty-eight, have only been designing since 2002, they have quickly become one of fashion’s most buzzed duos.

They met in 1999 while enrolled in Parsons School of Design in New York, and worked with Michael Kors and Marc Jacobs respectively, before partnering up for a thesis project they titled Proenza Schouler, after their mothers’ maiden names. The rest, as they say, is fashion history.

True to the luxury label’s ready-to-wear collections—available at Neiman Marcus, Barney’s, and other chic department stores and boutiques worldwide—Proenza Schouler for Target is a nod, albeit mod, to colorful “pop” fashion icons of the sixties. Fetching resort-wear assortments include tissue tanks, jersey tees, knit tops, jacquard sweaters, canvas Bermuda shorts, swimwear, polos, silk scarves, and double-breasted coats—each beaming with edgy, youthful appeal. Target will also stock a $40 version of the designers’ famous bustier dress, a creation Demi Moore wore on the July 2003 issue of Vogue.

Proenza Schouler for Target is only available for ninety days (count down from February 1 to figure out how many days are left), so prepare to shop swiftly and dodge a stampede of euphoric fashionistas who are already looking forward to the next Go International capsule designed by Paco Rabanne’s Patrick Robinson. It’s slated to hit Target stores in summer 2007.

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