The New York-based brand debuted the collection with a campaign starring Chloë Sevigny
To celebrate its 15th anniversary, Proenza Schouler is adding another label to its growing brand. The Proenza Schouler White Label, or PSWL in short will serve as a lower priced line that places emphasis on denim separates, T-shirts, sweatshirts and utilitarian outerwear. According to its founders, Jack McCollough and Lazaro Hernandez, "a more casual lifestyle has always been true to who we are as individuals, and true of many women in our lives. 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."
In conjunction with the news, the brand has also launched its campaign starring It-girl Chloë Sevigny. Shot by her boyfriend Ricky Saiz, the series of photos features the actress lounging in laidback yet trendy pieces such as logo belts, parkas and camouflage-print pants. The first collection will be introduced for Spring 2018, and fans of the brand can expect the refined finish that Proenza Schouler has always been known for. Price ranges from USJ$195 to USD$1195.