Launch: Proenza Schouler PSWL

©Ricky Saiz for PWSL

Proenza Schouler has launched a second line: PSWL. Chloë Sevigny is the face of their first campaign

Jack McCollough and Lazaro Hernandez, the founders and creative directors of Proenza Schouler, are known for their skilled craftsmanship, lovingly thought-out, feminine details, and their exceptional cuts. It’s no coincidence that they moved from New York to Paris this year for their Spring/Summer 2018 collection to present their work during Haute Couture. In addition, they have now combined the pre-season collection with the runway collection.

And if that weren’t enough news for 2017, the duo has also created a second line as an extension of the brand – PSWL, Proenza Schouler White Label. The collection will be available online and in select shops from the 6th of November, and the campaign for it has been an utter success: Chloë Sevigny presents her usual cool, discreetly bored, and semi-lascivious look in front of the camera for her friend Ricky Saiz, who isn’t just a talented photographer, but is also one of the creative minds at the label Supreme.

The first PSWL collection includes pretty much everything that Proenza Schouler has taken up in passing over the years for the catwalk shows, but never focused on, such as denim, t-shirts, sweatshirts, and casual outerwear. “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 two designers announced in the press release for the launch of the second line.

The name Proenza Schouler White Label comes from the white label with black lettering that will be sewn into all of the line’s garments. Pieces from the catwalk collections, on the other hand, have a black satin label with a blue logo. PSWL’s prices range from 210 for shirts and sweatshirts, 265 for denim and pants, to around 560 for outerwear. Two collections are planned for Spring/Summer 2018. From Fall/Winter 2018 on, PSWL will be offering new items of clothing on a monthly basis.

The first PSWL collection is available online on the website here, in both of the label’s New York stores, and in selected retail stores worldwide. Pieces can also be purchased online from Nordstrom, The Webster, Lane Crawford, Boontheshop, Isetan, Le Bon Marché and 24 Sèvres, Browns, TSUM, Beymen, Boutique 1, and Farfetch.

Images: PR
Translation: melissa Frost