The South Carolina–based retailer and the iconic New York City label celebrated their anniversaries—together.
, you could argue that Smallwood helped set the stage for a high fashion takeover south of the Mason Dixon.
But how exactly does the label’s decidedly downtown aesthetic translate to Charleston’s more feminine-forward fashion scene? “There’s a sophistication to Proenza Schouler that you don’t find elsewhere,” Smallwood, who’s been buying heavily into each collection for seven years, says.
But it’s not just one-sided: Proenza Schouler designers Jack McCollough and Lazaro Hernandez never took Hampden’s business for granted. “[Smallwood] has one of the most successful independent boutiques in the country, and she’s buying—and selling through—an amazing amount of fashion,” Hernandez says, adding that the numbers are truly impressive. “When one store is buying more than 75 percent of any given runway show, you know something special is happening there.
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