chloe clears things up

SEVIGNY: So, for the record, I want to get the
pronunciation of Proenza Schouler down right.

McCOLLOUGH: It's Proenza Schouler. So many people still say Shooler.

SEVIGNY: It's Schouler, as in late for school. I think people think Shooler is more sophisticated that Skooler.

from interview