After 15 years as a New York fashion fixture, design duo Proenza Schouler are branching out with the launch of a new and – crucially – affordable diffusion line, Proenza Schouler White Label (that’s PSWL for short).
Occupying a more casual, low-key space than the brand’s luxe main line offerings, PSWL focuses on laid-back pieces: jeans, t-shirts, sweatshirts and outerwear all feature in the first drop from this spin-off, which will initially arrive in selected retailers and online on November 6th (set to be followed by wider release throughout 2018).
‘It has always been a goal of ours to fully develop a well-rounded and balanced collection that mixes the high-end with the everyday in a way that speaks to both many of our personal friends, and to the designer customer we’ve developed over the years,’ designers and founders Jack McCollough and Lazaro Hernandez revealed in a launch statement.’ A more casual lifestyle has always been true to who we are as individuals, and true of many women in our lives.’
One of those women is actress and perpetually cool style icon Chloë Sevigny, who appears in PSWL’s first campaign. Shot by Chloë’s boyfriend Ricky Saiz, the images show the star deploying her trademark nonchalant pose in a handful of Proenza ensembles: a double-denim and white polo combo, a see-through rain mac in millennial pink paired with leopard print sneakers and a laidback t-shirt dress, to name a handful.
‘We are excited to finally have an entire range of easy, more casual things to offer alongside the more crafted and fashion-focused pieces that we have explored in the past and will continue to design,’ McCollough and Hernandez added. ‘With PSWL we feel that we can now address both ends of the spectrum in a way that feels totally authentic to us and relevant to the way people dress today.’
Prices start at $195 for tees printed with the PSWL logo, and range up to $1,195.
See the full campaign in the gallery below...