Proenza Schouler Launches PSWL, Chloe Sevigny Stars as the Face

Proenza Schouler Launches PSWL, Chloe Sevigny Stars as the Face

Meet the new line packed with elevated basics.

Meet the new line packed with elevated basics.

Text: Megan Kasselberg

Proenza Schouler has just announced the addition of the "White Label" to their growing collection. It will serve as a line of more casual staples, priced at a lower point than their acclaimed label. Jack McCollough and Lazaro Hernandez said "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."

The campaign for Proenza Schouler White Label, nicknamed PSWL, stars Chloe Sevigny and is shot by Ricky Saiz. The images feature Sevigny gazing into the camera, wearing denim, logo belts, a pink PVC jacket, tees, and camouflage pants.  The collection is a mix of everyday wardrobe pieces with the perspective, references, and polish that have always set Proenza Schouler apart.

Prices range from $195 to $1195, with t-shirts and sweatshirts starting at $195, denim at $290, and outerwear at $575, competing with mid-range luxury brands. There are just two deliveries scheduled for the Spring 2018 project, one in November and one in January, so expect to see PSWL sell out quickly.

The PSWL drop on Monday, November 6 will be available in-store and on proenzaschouler.com.

Image courtesy of Proenza Schouler.
Credits: Banner image courtesy of Proenza Schouler.

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