Proenza Schouler launches a sister line we can actually afford


Pull out those credit cards ladies.

It’s been a big year for Proenza Schouler who celebrated their 15th anniversary, announced the launch of their signature fragrance and made the change from showing in New York to Paris Fashion Week.

And the brand’s calendar just got even more crowded with the launch of sister brand, Proenza Schouler White Label.

Designers and founders, Jack McCollough and Lazaro Hernandez, want PSWL to consistently produce collections that balance out main line Proenza Schouler. The low-key streetwear-inspired range will reflect the varied lifestyle of the PSWL customer.

“We are excited to finally have an entire range of easy, more casual things to offer alongside the more crafted and fashion-focused pieces that we have explored in the past and will continue to design,” said the duo in a statement. “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.”


Chloë Sevigny brings her overall attitude and cool girl vibe to the brand’s campaign in looks that include a millennial pink raincoat, double denim and graphic turtlenecks.

With prices starting from $195 USD (approx. $277), we predict we’ll all become a PSWL girl soon enough and emulate Chloë’s style.

Nordstrom, Farfetch and Proenza Schouler all ship the label to New Zealand, so go ahead and click ‘add to bag’.

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Photos/Video: c/o Proenza Schouler