This line of the cult brand is still luxurious yet less serious and, very much with tongue-in-cheek, easier-to-use than the mainline. Intended for more prosaic everyday life circumstances like visiting a gallery or going out for lunch or to a pub, the White Label is characterised by a straightforward design. Less dramatic, laid-back silhouettes are rendered in a down-to-earth babydoll of black, white, sky blue, grey and green. The duo of designers behind medium Proenza Schouler still enchants its audience with avant-garde ideas and unprecedented attention to details evident in pleated skirts, long-sleeve shirts or wide-legged twill trousers.