WATCH: Are Proenza Schouler’s Second Life Avatars Creepy Or Cool?


We’re usually (and unabashedly) the Proenza Schouler boys’ biggest fans, but their latest video starring Second Life avatars has us waffling.

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:

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