Proenza Schouler's NY Fashion Week Fall Runway 2010 Collection had the hottest seats in town, with all of young hollywood scooping up the front

seats of the first rows.

Proving that high fashion and comfort can go hand-in-hand, Mary-Kate Olsen was wrapped warm in Proenza Schouler's front row in a belted fur coat, ankle booties and an exotic blue clutch.

After checking out the glam gowns at Marchesa, Richie brings out her rock and roll, hipster side – rocking royal purple stripes and a thick scarf – by joining fashionista Chloe Sevigny (who always knows how to style) – dressed in black-and-white print and blood red lips – front row at the Proenza Schouler show.

Proenza Schouler was founded in 2002 by Lazaro Hernandez and Jack McCollough, who co-design the label's collections. The pair originally met in 1999 while studying at Parsons School of Design. During school, Hernandez interned at Michael Kors and McCollough interned at Marc Jacobs