Just because Proenza Schouler isn’t showing during next week’s New York Fashion Week doesn’t mean that designers Jack McCollough and Lazaro Hernandez haven’t been keeping busy.
Today, WWD reported that the beloved fashion label will be launching a sister label, said to be called “White Label.” It’s not a diffusion line, though. According to the report, the new collection will focus on more casual items that the brand offers, including denim, t-shirts, and other basics. Whether or not the brand’s highly coveted accessories—ˆincluding the cult favorite PS1 bag—will be included in the new line remains to be seen.
With a focus on more casual items, the line will seemingly allow a new audience of Proenza Schouler fans to be able to buy into the brand. Currently, the brand’s ready-to-wear that is currently available on their website range in price points from $260 for a t-shirt and $255 for a pair of skinny jeans to $3,950 for a calfskin leather dress and $8,500 for a lamb shearling double-breasted coat.
Of course, Proenza Schouler is not the first brand to experiment with a lower-priced sister label. Marc Jacobs had Marc by Marc Jacobs for many years before diffusing into the main collection last year; Jason Wu will be showing his Grey Jason Wu label as well has his main collection during New York Fashion Week; and Dererk Lam’s Derek Lam 10 Crosby still remains a fashion favorite—and interestingly, the latter’s former vice-president Elizabeth Giardina joined the Proenza Schouler design team back in January.
The development of the new line is just the latest big announcement for the brand, which celebrated its 15th anniversary this year. In July, they moved their fashion show, traditionally held during New York Fashion Week, to Paris, coinciding with Paris Haute Couture, though the designers have not confirmed if this is a permanent move or just an experiment. And still to come: their debut fragrance, expected early next year, having inked a deal with L’Oreal nearly two years ago. If all goes to plan, be ready to see plenty of head-to-toe Proenza Schouler—scent included—in the near future.