New York (US)-based luxury fashion brand Proenza Schouler is launching its second casual line of apparels this November.
Dubbed ‘White Label’, the collection will offer more casual pieces as compared to Proenza Schouler’s regular runway offerings.
The sister line will not be an additional diffusion range of the previous. It will further include the brand’s mainstay separates such as denim, T-shirts and basics. These staples are being branched out and highlighted in an effort to boost the retail business with more accessible and affordable options.
Proenza Schouler’s move to launch the second line has come close on the heels of the recent appointments of Elizabeth Giardina in the design team from Derek Lam 10 Crosby and Judd Crane, who has joined the c-suite at Proenza Schouler as the CEO.
Crane was previously a buyer for four years at Selfridges where he oversaw the purchasing and merchandising of womenswear, leather goods and jewellery. His experience will play a crucial role in developing the future of Proenza Schouler as a brand.
Recently, the American brand also shifted its NYFW spring showcase to the Haute Couture Week calendar held in Paris.
The shift is a part of the label’s efforts to channel more of its runway offerings into retail stores and take advantage of the bigger budgets afforded to the pre-collections.
Proenza Schouler was incepted in 2002 by a designer duo Jack McCollough and Lazaro Hernandez, who named the brand after both their mothers’ maiden names.
What started off as a womenswear and accessories brand has now taken other product categories under its threshold, including fragrances. The brand is set to unveil its first fragrance by the end of 2017 under license with L’Oréal.
