Can a Brand Reboot Ever Really Work?

Two fashion labels attempt comebacks at New York Fashion Week.

Published on Feb. 13, 2026

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The article discusses the attempts of two fashion labels, Proenza Schouler and Public School, to make a comeback at New York Fashion Week after facing financial and other challenges. The article examines whether a brand reboot can truly succeed in the current fashion landscape.

Why it matters

Brand reboots are a common occurrence in the fashion industry, as labels try to revive their fortunes and relevance. This story provides insights into the challenges and potential pitfalls of such efforts, which are of interest to both industry insiders and fashion consumers.

The details

The article focuses on the runway shows of Proenza Schouler, led by new creative director Rachel Scott, and Public School, which returned after a seven-year hiatus. While Proenza Schouler's collection was deemed "wearable" but lacking "nerve," Public School's comeback was more compelling, with the design duo of Maxwell Osborne and Dao-Yi Chow showcasing a range of "dressy near-midnight jeans, double-breasted suits, and luxe blue leather trousers." The article also notes that Public School's reboot was funded through friends and family, rather than traditional financing.

  • The Public School runway show took place on Wednesday night.
  • Proenza Schouler's new collection debuted on the opening day of New York Fashion Week.

The players

Proenza Schouler

An American fashion label that is attempting a reboot under the direction of new creative director Rachel Scott.

Public School

A men's wear label led by designers Maxwell Osborne and Dao-Yi Chow, which is making a comeback after a seven-year hiatus.

Rachel Scott

The new creative director of Proenza Schouler, tasked with leading the brand's reboot.

Maxwell Osborne

One half of the design duo behind the Public School label, which is attempting a comeback.

Dao-Yi Chow

The other half of the design duo behind the Public School label, which is attempting a comeback.

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What they’re saying

“We've always felt like we've had a responsibility to use our platform for more than just fashion.”

— Dao-Yi Chow, Co-designer, Public School

What’s next

The article does not mention any definite next steps, as the success of the brand reboots remains to be seen.

The takeaway

Brand reboots in the fashion industry are a common occurrence, but they face significant challenges in the current market. The success of efforts by Proenza Schouler and Public School to revive their fortunes remains to be determined, as they navigate a competitive and rapidly evolving fashion landscape.