Proenza Schouler has always been a hot favourite under our fashion radar. Their youthful perspective on the New York aesthetic has cast a wide net of appeal to sartorial enthusiasts worldwide, but their upcoming launch is sure to convert many who have looked to the brand for their aspirational qualities into paying customers.
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They’re coming out with a a sister label called PSWL (short for Proenza Schouler White Label). While they’ve been deliberate not to call it a diffusion line, PSWL is set to feature more democratic staples like t-shirts, sweatshirts, denim and outerwear that are easier to incorporate into everyone’s wardrobes. These pieces will also cost from USD195 to as USD1195, which comes at a considerably more accessible price point than what their main line costs.
Part of Proenza Schouler’s millennial appeal is incorporating activism into its brand marketing and runway shows, and it seems like PSWL will continue to foster that authenticity, a large contributing factor to its success. According to a release, creative director duo Jack McCollough and Lazaro Hernandez plan to feature use more diverse casting to help promote the label, which includes featuring their close friends who will help to communicate the more casual ethos of the new brand.
In an interview with Teen Vogue, McCollough and Hernandez explain using Chloë Sevigny in their campaign to hype up PSWL. “Chloë has always been a dear friend of ours. Besides her huge heart, her style is iconic and truly inspiring. She can mix a bit of high fashion with a bit of the street like no one else.” In fact, the looks were styled by Sevingy herself and the pictures were taken by her boyfriend. Just the thought of how the photoshoot went definitely conjures the gritty atmosphere PSWL is striving towards.
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Unsurprisingly, PSWL is gearing up for huge commercial success. With the official launch on November 6 and a second collection to be released in January 2018, PSWL will be made available in many of our favourite stockists and e-commerce sites including Farfetch, Browns and Nordstrom. You can also check out the whole collection of PSWL on Proenza Schouler’s official website when it drops.
Header image: azzurrodue
Other images: Proenza Schouler
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