Few brands do red carpet dressing as well as ride-the-subway dressing. But Proenza Schouler is about to place itself on the short list with the launch of PSWL. And if the new campaign images of perennial cool girl Chloë Sevigny are not enough to get your attention, the amazing jeans and sweats will.
An acronym for Proenza Schouler White Label, the latest collection is an extension of the New York–based, fashion editor–loved brand’s ready-to-wear line, bringing it back to basics. In PS’s world, that’s high-waist denim, graphic T-shirts, camo pants, hoodies, and other wear-seven-days-a-week pieces.
“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,” co-founders Jack McCollough and Lazaro Hernandez shared in a press release. With this in mind, it also makes sense the two chose Sevigny to debut the designs—a woman whose style always looks thoughtful, personal, elevated, and effortless, be it on the red carpet or running errands downtown.
The full PSWL line officially drops on November 6, but be sure to preview some of the elevated everyday designs in the campaign below, all priced from $195 to $1195.