Proenza Schouler designers Jack McCollough and Lazaro Hernandez have been working on a new line to add to their brand for quite sometime now. Today, the duo released imagery of their Proenza Schouler White Label or PSWL for short, a ready-to-wear line that will mainly focus on staple pieces such as T-shirts, denims, and outerwear.
The sister line debuts alongside a campaign starring the eternally cool American actress Chloë Sevigny, smoldering as the new face for Proenza Schouler; shot by the great photographer Ricky Saiz.
“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,” the duo designers Jack McCollough and Lazaro Hernandez commented.
PSWL follows the same footsteps of many other lower-priced lines such as Grey Jason Wu, Derek Lam 10 Crosby and Marc by Marc Jacobs until it rejoined the main brand.
The brand new collection will be available across all Proenza Schouler stores, online and many other retailers on November 6.
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