Edited by Lester Brathwaite on
Proenza Schouler‘s Fall 10 video editorial (videtorial?) is kind of amazing. Jack and Lazaro enlisted Harmony Korine, one of the scribes behind Kids, the modern classic of youth gone wildly astray, which incidentally launched the career of one Miss Chloë Sevigny.
The short features a group of poor, stunning and jaded black girls in Proenza’s Gothic schoolgirl chic, drinking 40s of Olde English (the champagne of malt liquor), vandalizing property and generally not giving a fuck. The clothes are great — I literally want everything the girls have on — and the setting and the girls themselves present a really interesting dichotomy.
The duo have admitted themselves that their clothes are super expensive and yet their video is set in the ghetto with girls who are not, to put it lightly, their average clientèle. Are they trying to make a comment on materialism, commercialism, capitalism or any other -ism you care to examine? Or like me, do they just enjoy really fierce black girls?
I don’t see why it can’t be both. Either way, Proenza Schouler has one of the most interesting and arresting marketing tools of the season.
I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both.
@LesFabian
lester at fashionindie.com