As Proenza Schouler marks its 15th anniversary, the luxury brand is launching a second more casual line, PSWL, an acronym for Proenza Schouler White Label. The new line—announced to fashion editors in New York yesterday with custom pizza boxes and promoted on The Business of Fashion and Vogue— offers more laid-back essentials like denim, sweatshirts, t-shirts and casual outerwear.
Designers and co-founders Jack McCollough and Lazaro Hernandez commented that “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 we’ve developed over the years.”
One of those ‘personal friends’ is Chloë Sevigny, the face of the new PSWL line, which will launch in the spring and was previewed by Vogue and then on Instagram.
“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 designers added. “With PSWL we feel that we can now address both ends of the spectrum in a way that feels totally authentic to us and relevant to the way people dress today.”
— Dazed (@Dazed) October 25, 2017
The new line lands in Nordstrom, The Webster, Lane Crawford, and Farfetch, among others, and on ProenzaSchouler.com on November 6.
It has been a year of transition for the brand as they moved their fashion week runway show from New York to Paris in pursuit of a more global stage in advance of their 2018 perfume launch.
As for why the time felt right to expand their brand with PSWL, the duo told Vogue, “Things like T-shirts, jeans, and sweatshirts really are just a part of the way people dress these days. It started to feel wrong to us that we weren’t exploring these types of garments within the context of the collection. We’ve always wanted to be a one-stop shopping destination for those who respond to the work we do, and without offering this other end of the spectrum as part of their shopping experience, it somehow, to us at least, felt incomplete. With PSWL we hope to have solved that.”
PSWL captures the current appetite for logos and includes the popular high-waist, artfully faded jeans au courant in the market. Winter parkas combine functionality and cool and there are even a few see-through plastic raincoats.
PSWL is a more collaborative enterprise. “Creatively speaking, PSWL is way looser in terms of process. We’re being way freer with collaborations and letting lots of different voices into the mix. We have things coming up with Marc Hundley, Mark Gonzales, Jen Brill, and Chloë, among others. It’s more of a creative dialogue with the different people in our life, rather than an introspective and totally personal exercise as the runway collections can sometimes be. The entire thing is less precious, more casual, and freer.”
Prices start at $195 for a PSWL printed tee and go up to $1195 from there. Overall, the ready-to-wear designer market is slowing down, and PSWL along with the February debut of its first fragrance with licensing partner L’Oréal are bets the brand is taking to grow.
PSWL’s debut Spring/Summer 2018 collection is a test run and Hernandez said, “We needed the proper infrastructure within the company to take on a project of this magnitude. This is something that we have always dreamed of doing.”
“A more casual lifestyle has always been true to who we are as individuals, and true of many women in our lives,” said McCollough and Hernandez, whose collective brand name derives from their mothers’ maiden names. Their moms would no doubt approve of their creative (and low-cost) announcement.