WATCH: Are Proenza Schouler’s Second Life Avatars Creepy Or Cool?
Back in September, Jack McCollough and Lazaro Hernandez opened their first store on Madison Avenue and created a short video installation featuring four custom avatars in looks from their fall 2012 collection. Now the “Desert Tide” video is online for all to see.
Four raven-haired girls dance (“dance”) to the tune of Blank Banshee‘s “Cyber Zodiac” in a desert surrounded by waterfalls, while a purple dolphin and white car make several inexplicable cameos. It’s kinda cool (hey, this is a Proenza video), but mostly just weird (hey, this is a Proenza video). General thoughts: the CGI freaks us out a bit, the avatars’ feet don’t appear to touch the ground, and their dance moves remind us a little bit of The Exorcist. Actually, is the video cool because it’s weird?
Since we can’t decide, watch the video for yourselves below and tell us what you think: