Proenza Schouler, the consummate downtown cool brand, has tapped Chloe Sevigny, the consummate downtown cool girl, as the frontwoman for their new secondary line, PSWL, which will focus on casual, wardrobe-staple type pieces (with, unfortunately, the same old investment prices as their primary label).
While Proenza tends toward bold prints and architectural silhouettes, the images for PSWL indeed reveal a more laid back sensibility thanks to items like a cozyturtleneck sweater, a pink plastic raincoat, and all the denim-on-denim a girl could ask for.
Sevigny, a longtime friend of designersJack McCollough and Lazaro Hernandez, was a natural pick to model the line’s debut given her easy-yet-elevated personal style (you know, the style that sawher plucked from obscurity and promptly made an intern/model at Sassy after being spotted by an editor on a New York street corner as a teen) and status as the reigning queen of cool.
It’s especially refreshing to see clothing modeled by a 42-year-old woman with a clear sense of self. Sevigny also styled all the looks and the photos were shot by her boyfriend,Ricky Saiz.
“Chloe has always been a dear friend of ours. Besides her huge heart, her style is iconic and truly inspiring. She can mix a bit of high fashion with a bit of the street like no one else,” Lazaro and McCollough told Vogue. “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. ”
PSWL will be available in stores and online on November 6, and the designers have teased campaigns and collaborations with a revolving door of creatives including skateboarder Mark Gonzales and Chanel brand ambassador Jen Brill. “It’s more of a creative dialogue with the different people in our life, rather than an introspective and totally personal exercise as the runway collections can sometimes be. The entire thing is less precious, more casual, and freer,” the pair explain.
