A few months back, New York-based brand Proenza Schouler announced its sister brand, Proenza Schouler White Label (PSWL), which is a less expensive version of the original label in an effort to venture out to more consumers.
To mark the launch of PSWL’s first collection, Jack McCollough and Lazaro Hernandez — the designers behind Proenza Schouler — have tapped longtime friend and all-around stylish gal, Chloë Sevigny, to be the face of its lookbook. Shot in New York by photographer Ricky Saiz, she appears in casual pieces from the new line – think a blush raincoat, denim separates featuring Proenza Schouler’s signature shoe laces, and a long belt that spells out the brand’s name.
The ready-to-wear range focuses on t-shirts, sweatshirts, denims, and casual outwears. According to the brand, the pieces are of “everyday wardrobe staples and riffs on a set of references explored in past Proenza Schouler collections: from early Powell Peralta videos to the graphic work of Guy de Cointet, from Harmony Korine’s Kids to the work of friends like Dan Colen.”
It only makes sense that Chloë Sevigny is the face of PSWL. After all, the American actress achieved recognition for her eclectic style, prior to her acting career. Since then, she released her own clothing lines, along with collaborations with other designers. Her cool, relaxed aesthetic represents the modern girl who breaks the rules and dresses freely.
The Proenza Schouler White Label collection will be released on November 6 with prices ranging from $195 (P9,750) to $1,195 (P59, 9750) and will be available in Proenza Schouler stores around the globe and online at proenzaschouler.com.