snowballing

Proenza Schouler released their short film 'Snowballs' last night in Paris. A bit of a departure from the other fashion films this season, this film is an exercise in surrealism with an almost post-apocalyptic view of the Deep South by Harmony Korine. It's definitely a somewhat disturbing launchpad for the AW11/12 collection, but will it be successful? Designer Jack McCollough stated that "[the film is] not a sales vehicle. It's a sales deterrent if anything".
Either way, it sure is a memorable piece of work if you can stick out the entire four minutes, and getting the brand to stick in your head is, ultimately, the name of the game, no?