After announcing back in September that they would be releasing a more casual line of clothing at a lower price point, Jack McCollough and Lazaro Hernandez have finally revealed their Proenza Schouler White Label collection—with a little help from Chloe Sevigny—and it’s available starting now.
A new lookbook features the actress/model/it-girl in a series of casual portraits that show just how different PSWL is from its runway component. While McCollough and Lazaro have made a name for themselves through intricate silhouettes that utilize bold patterns, the new offering has a streetwear edge, featuring denim, T-shirts, and turtlenecks inspired by the work of artists like Powell Peralta and Guy de Cointet, as well as Harmony Korine’s film Kids (which starred Sevigy), and their friend Dan Colen.
“A more casual lifestyle has always been true to who we are as individuals, and true of many women in our lives,” the duo said in a statement. “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.”
Proenza Schouler has gone through a lot of production changes in the past year, including adopting a see-now-buy-now business model, merging its pre-season collections on the runway with its mainline, and showing during couture season. But if PSWL proves anything, it’s that things are going well enough for expansion.
Proenza Schouler’s PSWL collection will ranges in price from 5 – ,195, and online now.END
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createdAt:Wed, 25 Oct 2017 14:50:25 +0000