Say goodbye to your savings, New York-based label Proenza Schouler have released a label called PSWL (Proenza Schouler White Label) that's packed with luxury closet staples. Bazaar speakers exclusively to founders and creative directors Jack McCollough and Lazaro Hernandez about the new collection.
"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," say founders and creative directors Jack McCollough and Lazaro Hernandez. "Things like t-shirts, jeans, and sweatshirts are integeral to people's every day wardrobes. It started to feel wrong to us that we weren’t exploring these types of garments within the context of the collection. We have always wanted to be a one-stop shopping destination...and with PSWL we hope to be just that"
Fronting the campaign is long-time muse Chloe Sevigny who perfectly embodies the youthful, off-duty spirit of PSWL in a series of fresh campaign shots released on the label's website and digital platforms. "Chloe has always been a dear friend of ours. Besides her huge heart, her style is iconic and truly inspiring," the design duo tell us. "She can mix a bit of high fashion with a bit of street style like no one else. She was the first person we thought about when putting PSWL together and the only person who in our minds, could front the launch of this. We have unbridled love and admiration for that girl."
Commenting on how Harmony Korine’s Kids, a coming-of-age film that deals with some the difficulties of growing up, helped inspire their first PSWL collection McCollough and Hernandez said: "Kids has always been a point of reference for us; it helped define our aesthetic point of view when we were both growing up. That film introduced us to Chloe and we have been captivated by her and her sense of style ever since, so we guess, in a way, it all all began with Kids."
Proenza Schouler founders Jack McCollough and Lazaro Hernandez
PSWLis available excluisvely at Boutique 1.