Proenza Schouler reveals more casual 'White Label' collection

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Benjamin Fitzgerald
today Oct 27, 2017
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There's an important debut coming out of the New York fashion house Proenza Schouler. Neither a second brand, nor a new business, the new 'White Label' collection, set to be released on November 6, is a complimentary offering from the luxury design duo, made up of Jack McCollough and Lazaro Hernandez. It's a complementary offering that sees the pair furrow a foothold in the burgeoning casualwear sector.

Chloé Sevigny for PSWL - Proenza Schouler

The new line, conceived in-house by the American maison, integrates product categories including denim, t-shirts and sweatshirts, as well as casual outerwear items such as light jackets and parkas. Now fully developed and identifiable, the Proenza Schouler White Label (PSWL) collection riffs on deconstructed sportswear with updated nineties accents, and comes modelled by Chloé Sevigny for its spring release.

The campaign and impending line serves as a teaser taste for spring 2018, available in limited distribution, ahead of a much grander collection for autumn 2018. In addition to the brand's two New York boutiques and the Proenza Schouler online store, the new line for now will only be stocked across a dozen retailers globally.

This includes Nordstrom, The Webster, Isetan and Tsum, with Bon Marché acting as the exclusive stockist in France, in conjunction with online portal, 24 Sèvres. All stores will release the new collection over two stages; the first on November 6 and the second in January 2018.  

Chloé Sevigny for PSWL - Proenza Schouler

The White Label line represents a new entry point for Proenza Schouler, with t-shirts and sweatshirts starting from 210 euros, jeans from 285 euros, and parkas from 560 euros - the most expensive item on sale.

"We are happy to finally have a complete selection of simpler, casual products, now sitting alongside our more fashionable and elaborate pieces, which we have explored in the past, and will continue to develop. With PSWL, we believe that we can now address both ends of the spectrum in a way that is authentic to us and reflects how people dress today," said the two New York designers.

The brand, which has been helmed by Judd Crane since 2016, has made several strategic choices this year, such as moving its runway show location to Paris, as well as appointing Elizabeth Giardina (ex-Derek Lam) to vice president of design. 

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