Proenza Schouler’s “Act da Fool:” Racist or Genius?

Proenza Schouler’s promotion video titled “Act da Fool,” has sparked debate over whether it should be considered “art” or racist. The video, directed by Harmony Korine, depicts a very poor town and a group of African American women that live there, all dressed in pieces from Proenza Schouler’s Fall 2010 colelction. Throughout the video you hear a voiceover of one of the women talking about her hatred for the world, her love of cigarettes and the time she drank so much she heard God speaking to her, saying, “if you don’t stop, then I’m going to kick your stupid ass up and down this sidewalk.” Harmony Korine captures the girls loitering in parking lots, spray painting the world “coke” on trashcans, and drinking out of bottles while standing in the middle of the train tracks.

I’m sure Proenza Schouler didn’t release this video with the intention of supporting black stereotypes. Maybe they thought this film would just make us question these stereotypes. But the way the video depicts the girls comes off as insensitive and even mocking. It’s almost as if Proenza Schouler wanted a big pat on the back for recognizing poor, African American women. All this for a video meant to increase the sales of Proenza Schouler clothing?

Is this video offensive or “genius?” After watching it a few times, I’m still confused.

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