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Proenza Schouler launches diffusion line

By Kristopher Fraser

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Fashion

Proenza Schouler is celebrating fifteen years in business, and in honor of their fifteen year mark the brand has launched a more affordable diffusion line called Proenza Schouler White Label. White Label is a more casual line compared to the luxury ready-to-wear of the mainline Proenza Schouler label. Rather than high fashion dresses and accessories, PSWL will feature sweatshirts, t-shirts, denim and outerwear.

PSWL COMING SOON #proenzaschouler #pswl

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"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," said designers and founders Jack McCollough and Lazaro Hernandez in a statement.

Proenza Schouler launches Proenza Schouler White Label

"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," the designers added. "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."

Price points for PSWL will range from 195 dollars to 1195 dollars. On November 6, the line will land at Nordstrom, The Webster, Lane Crawford, and Farfetch and on Proenzaschouler.com.

Proenza Schouler has been undergoing a major transition period. This year, rather than showing at New York Fashion Week where they were one of the main highlights, they chose to show at Paris during Couture Week. They also are planning on a fragrance launch in 2018.

Photo: via Proenza Schouler Facebook Page

Proenza Schouler