Fashion films tend to be odd almost as a rule (see: Prada Fall 2012, Margiela for H&M, et al.), but Proenza Schouler's new Fall 2012 video Desert Tide might just take the cake for sheer weirdness.
by Justin Fenner
Fashion films tend to be odd almost as a rule (see: Prada Fall 2012, Margiela for H&M, et al.), but Proenza Schouler's new Fall 2012 video Desert Tide might just take the cake for sheer weirdness.
For the just-released two-minute clip, the creative team at Proenza forwent traditional models in favor of female avatars from the video game Second Life. As a result, the clothes are digitized versions of the ones that came down the Fall runway, and the girls who wear them don't behave like humans. On the contrary, they do a strange interpretive dance that involves a lot of expansive arm movement and a little levitation. They're joined from the outset by a purple dolphin that can swim through sand and, later, what looks like an early '90s model Honda Accord.
Jack McCollough's sister Kate served as creative director for the video, and worked with Second Life to make it a reality. It was originally commissioned for the Proenza Schouler store on New York's Madison Avenue, but you can see the final product, in all its quirkiness, below.
