Subspace clustering is a classical unsupervised learning task, built on a basic assumption that high-dimensional data can be approximated by a union of subspaces (UoS). Nevertheless, the real-world data are often deviating from the UoS assumption. To address this challenge, state-of-the-art deep subspace clustering algorithms attempt to jointly learn UoS representations and self-expressive coefficients. However, the general framework of the existing algorithms suffers from feature collapse and lacks a theoretical guarantee to learn desired UoS representation. In this paper, we present a Principled fRamewOrk for Deep Subspace Clustering (PRO-DSC), which is designed to learn structured representations and self-expressive coefficients in a unified manner. Specifically, in PRO-DSC, we incorporate an effective regularization on the learned representations into the self-expressive model, prove that the regularized self-expressive model is able to prevent feature space collapse, and demonstrate that the learned optimal representations under certain condition lie on a union of orthogonal subspaces. Moreover, we provide a scalable and efficient approach to implement our PRO-DSC and conduct extensive experiments to verify our theoretical findings and demonstrate the superior performance of our proposed deep subspace clustering approach.