Prada’s first fashion show with Raf Simons is virtual

The debut of the collaboration between Miuccia Prada and the Belgian designer is celebrated in an aseptic yellow volume, where four camera stations replace the physical presence of the technicians.

An essential arena wrapped in light yellow curtains, a color that is also repeated in the velvet that covers the floor, the ceiling, and the only column that interrupts an otherwise continuous volume, and acts as a pivot for the passage of the models. It is here that the Prada Women’s Spring/Summer 2021 fashion show takes place, marking the debut of creative co-directors Miuccia Prada and Raf Simons, Belgian designer in the past creative director also of brands such as Jil Sander, Christian Dior and Calvin Klein.

Conceived by OMA/AMO, the physical setting of this fashion show attempts to define itself as a “personal and intimate” space. The virtual event, broadcast globally in live streaming, is distinguished not only by the lack of spectators, but by the lack of the cameramen themselves. The technology, in fact, is proposed in chandeliers that, with monitors and cameras, replace the physical presence of the technicians. The soundtrack, composed for the show by Plastikman, the Anglo-Canadian musician Richie Hawtin, includes the names of all the protagonists of the show: a cast of models who have never walked the catwalks and for whom Milan was their debut.

The clothes on the set are marked by a dominant presence of the Prada logo, where the iconic triangle of the brand is embroidered on the chest of tops, dresses, or outerwear, and still reappears in the form of tags on the garments, or even as earrings.

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