Watch: Proenza Schouler x Second Life
CGI until you die!
Proenza Schouler could have shot a regular clip featuring regular human models wearing their new season product. This is 2012, though, and we are talking about Proenza — why bother with the tired concepts of yesteryear?
Instead, this 'Desert Tide' video sees four avatars from virtual world Second Life dressed in digitised looks from the FW12 runway. Instead of strutting about the place and striking carefully practiced poses, they carry out interpretive dance to Blank Banshee's 'Cyber Zodiac'. Apparently, dolphins are an imperative addition to video clips of late (as we learnt from Azealia Banks), particularly if you want them trending on Tumblr (everybody wants this). Creative direction came care of Kate McCollough (the sister of Jack, who is one half of the label) who worked alongside Second Life for these cyber fashion results.
This bizarre affair begs questions like, "What does this all mean?" and "What is fashion?" and "What even is the internet?" We don't know the answers to these questions, but this is probably our favourite fashion film since Kenzo's stock photography dream team collab with DIS magazine.
For further amalgamations of virtual worlds and fashion, see blogger CBon73's virtual version of Givenchy FW12 via The Sims: