Monday 30th October

| BY Finn Blythe

A First Look At Proenza Schouler’s New Collection, PSWL

4 - Proenza Schouler PSWL

We’ve all felt the depressing agony of being priced out of our wildest runway dreams. Dreams that once felt so real, only to wither, die and be laid to rest when you discover that you are, in fact, still poor. But this may be a thing of the past, at least where Proenza Schouler are concerned. As an extension of their ready-to-wear collection, they are launching PSWL (Proenza Schouler White Label) – a new, affordable line, that builds upon all those casual basics that Proenza have touched on over the years: denim, t-shirts, sweatshirts and outerwear, demonstrated here by longtime Proenza muse, Ms Chloe Sevigny. Prices will range from £190 for printed t-shirts to £510 for outerwear.

“A more casual lifestyle has always been true to who we are as individuals, and true of many women in our lives.” said designers Jack McCollough and Lazaro Hernandez. “We are excited to finally have an entire range of easy, more casual things to offer alongside the crafted and fashion-focused pieces…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.” Amen from all us lower-wage-bracket-fashion-workers.

PSWL will launch on November 6th, available from Proenza Schouler’s retail locations and online.

Photographs by Ricky Saiz


1 - Proenza Schouler PSWL

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