Proenza Schouler is launching a denim diffusion line called PSWL (Proenza Schouler White Label). Chloë Sevigny, a longtime friend of the brand, stars in its first campaign for spring 2018, which was shot by Sevigny’s boyfriend, Ricky Saiz
Pieces will include denim, t-shirts, sweatshirts and casual outerwear, and you’ll find the collection at Nordstrom, The Webster, Browns, Lane Crawford, Farfetch among others.
The brand’s designer’s, Jack McCollough and Lazaro Hernandez, told Vogue they were starting to feel a bit left out of the jeans and t-shirt market:
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.
The spring 2018 collection will launch in two parts: the first on November 6, and the second in January. Beginning in the fall of 2018, new collection will launch monthly and will be available internationally.
Prices range from $195 to $1,195.
[Photos by Ricky Saiz via Proenza Schouler]