Kim Gordon Fronts PSWL Season Two Campaign

Kim Gordon Fronts PSWL Season Two Campaign

The Sonic Youth icon and her daughter are the face of Proenza Schouler's second White Label launch.

The Sonic Youth icon and her daughter are the face of Proenza Schouler's second White Label launch.

Text: AJ Longabaugh

Today, Jack McCollough and Lazaro Hernandez released season two of their Proenza Schouler White Label (PSWL) range. This second offering of affordable everyday staples includes denim, outerwear, and printed tees. Fronting this new campaign, featuring images by emerging artist Clara Balzary, is Kim Gordon of Sonic Youth and her daughter Coco Gordon Moore.

The campaign effortlessly lends itself to conversations regarding the status of age inclusivity in the world of fashion, with Kim Gordon being a more-than-ideal voice. An influential figure in both her music and style, Gordon developed her own label X-Girl in the mid-'90s, so offering her this moment to be part of a new wave of signature staples couldn't be a more perfect fit for both the iconic rockstar and contemporary brand.

Check out a glimpse of the season two PSWL collection below!

Credits: Images courtesy of Proenza Schouler

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