PS1. The Proenza boys Jack McCollough and Lazaro Hernandez present their future fashion film.
Where you would normally credit ‘Film Director’ and ‘Film Editor’, Proenza Schouler have listed ‘Second Life Animation’ and ‘Second Life Clothing’ at the end of their two minute film. While the rest of us debate about the future of the 21st century medium, the New York double act have gone on ahead. Titled ‘Desert Tide’, the faces of their SS13 film are avatars and the location a virtual desert where the sky is purple and so are the dolphins, who dive in and out of the ground every 20 seconds. These avatars are wearing the latest PS collection and doing a sexy desert dance. It’s fun. Check it out.
And because the New York office doesn’t open until 4pm and we can’t get any quotes until then (we’ll add them, check again), we look back on an interview the boys did for i-D online earlier in the year…
What is the dynamic in the studio working as a duo? It’s intense and it’s unlike anything either of us has experienced. The magic happens when we’re both firing off at full speed. Either one of us alone wouldn’t be much good, we don’t think. We’re lucky we have each other. It’s not easy, but nothing worth anything in life ever is, so we tough it out and are there for each other at all times. We’ve got each other’s backs.
You’ve often talked about a new kind of rebellion in fashion. What is the new rebellion now? Who knows? Doing your own thing maybe? Not really caring what other people are doing? We try to stay under the radar as much as possible. Trying too hard to be rebellious doesn’t really interest us these days. We just sort of do our own thing and if people think it’s rebellious, that’s cool, or if they think it’s totally normal and mainstream, that’s cool too.
What haven’t you done, professionally and personally, that you would like to do this year? Opening a store is finally happening this summer. We’ve been working on it for a while. We’re working with this pretty amazing British architect. It’ll be great to really see all of our stuff in one place, unedited. We’ve never had the chance to really show people what the Proenza world looks like outside of the shows. Stores we sell to usually edit the collection down but in our own store, you’ll be able to find everything we make including runway stuff. We’re psyched. It’s a new chapter.
Read the full interview here.
Creative Director: Kate McCollough
Second Life Animation: Tikaf Viper
Second Life Clothing: Agatope Carter Lane
Music: Cyber Zodiac by Blank Banshee