Proenza Schouler has gone digital and taken inspiration from the virtual online world, Second Life, in its latest fashion video. Second Life features simplistic graphics and an online alternate reality, which we’d now be willing to join if it means we could have all the Proenza.
The two-minute video made to promote four key looks from the Proenza Schouler Fall 2012 runway, features basic geometric graphics, a minimal techno song, and cyber dolphins (they are truly having a moment right now). The four avatar models are unaffected by gravity and dance, arch their backs, and twirl in the virtual world like super humans/cyber humans.
Proenza Schouler may be one of the first fashion houses to step away from the model-filled fashion videos like we’ve seen in the past, but currently, two dimensional graphics are filling the internet. Yesterday, we noted how Azealia Banks found a time machine back to 1995 where she danced in space and rode on dolphins in our first PC computer and Rihanna performed in front of a Windows ’96 screensaver.
However, the designer duo behind Proenza Schouler, Jack McCollough and Lazaro Hernandez’, interest in the Internet is not a new concept. Their Spring 2013 collection was inspired by Tumblr (where those epic pool graphics came from!) and now, they have created basic avatars to replace models. But really all they did is create a new world where everyone wants Proenza. Great…