Proenza Schouler Announces PSWL an affordable, casual fashion collection

Proenza Schouler has announced the launch of PSWL (Proenza Schouler White Label), an extension of its ready-to-wear collection, focusing on denim, t-shirts, sweatshirts and casual outerwear.   I haven’t seen lower prices from Proenza Schouler since they did their Target collection (which you can still find pieces of for sale on eBay.)

Actress Chloe Sevigny models PSWL.

Actress Chloë Sevigny has been chosen to star in the PSWL campaign. Ms. Sevigny is best known for her part in the HBO series Big Love.

Chloe Sevigny models a jean jacket and pants for Proenza Schouler White Label. ( Photo: Ricky Saiz/Proenza Schouler)

Based on the advance photos, I’m not sure this line can justify its relatively high-end price tag for casual clothing.  While its certainly not cheap, PSWL will be cheaper than Proenza Schouler RTW.  The price range for PSWL is expected to range from $195-$1,195 US.

Chloe Sevigny models Proenza Schouler White Label.(Photo: Ricky Saiz/Proenza Schouler)

Proenza Schouler will launch PSWL as a special project for spring 2018 in collaboration with several friends and stockists including Nordstrom, The Webster, and Browns. Our PSWL spies tell us that the first season of the collection will drop in two parts, the first from November 6 and the second from January. Then, starting with fall 2018, a monthly drop of the PSWL line will extend to a wider, global distribution.