Vetements is not the only brand showing ready-to-wear during the haute couture shows in Paris next week; Proenza Schouler is, too. As the latest benefactor of American makeup giant MAC’s endorsements, Proenza Schouler will be showcasing its Resort 2017 in Paris next week. According to reports, the aim of the New York-based design duo (Parsons grads Jack McCollough and Lazaro Hernandez) showing in Paris is for Proenza Schouler to broaden the audience for its Resort and pre collections, ultimately to expand and grow its wholesale and retail businesses.

The growing Ready-to-Wear during couture trend is something that WSJ’s fashion and culture columnist, Christina Binkey picked up, writing: “Much of the action at Paris haute couture shows this season seems to be RTW brands showing midseason collections with less competition.”

As for Proenza, the collection will be unveiled in an intimate salon setting, and all images have been embargoed until the collection will be available in-store later this year. That means journalists are not allowed to post any photos on social media, nor release images of the collection. “The idea of supporting fashion wherever fashion takes place on whatever schedule it takes place is part of the new realities of the world right now,” John Demsey, executive group president of Estée Lauder Companies which owns MAC Cosmetics told The Business of Fashion. “Pre-collections are as big, if not bigger, than fashion collections.”