Thanks to Hollywood's recent penchant for all things fashion - The Devil Wears Prada, Sex and the City, Confessions of a Shopaholic - names like Vivienne Westwood and Anna Wintour have made their way into the general public.
They're in our tabloids, in Time magazine, on TV - with their own shows! - on 60 Minutes, and in Target gaining celebrity-level attention.
And now, thanks to Kiefer Sutherland's violent head butting of one of the sweetest men we've ever met in fashion, and with the most delicate face to boot, everyone from TMZ to Perez Hilton to Taxi TV is learning how to pronounce Proenza Schouler.
And while the whole thing might be the most tragically ridiculous moment we've ever written about, it's also going to push Jack and Lazaro over the ledge of hip beloved New York designers to international celebrities and that's just weird.
Do you want to read about people like Chris Benz or the Vena Cava girls in US Weekly? Because we don't.
Related: Kiefer Sutherland - Anna Wintour - Vivienne Westwood - Devil Wears Prada - Proenza Schouler