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Prada sees the beach at the end of the tunnel


The Italian house unveils, in the form of an immersive video, a radical and optimistic men's collection for the summer of 2022.

While in Milan, Italian Fashion Week is trying to come back to life by organizing some of its “



(Dolce & Gabbana, Etro, Giorgio Armani, ...) and a few outdoor cocktails in the gardens of its Palazzos, the Prada house, maintains its usual device, born under the Covid era: a projection "

in real life

Of his parade filmed for the press and local influencers.

In Paris, the event is organized at the Apicius restaurant.

On a beautiful sunny afternoon, in the park of this mansion in the 8th arrondissement, all these little people sip a glass of water or champagne, swallow a carpaccio of raw fish or a chocolate soufflé to die for while disserting the future of the post-pandemic luxury industry.

Will it have finished upsetting an already breathless sector?

Which will emerge stronger from the crisis?

Which ones will disappear with it?

The omnipotence of the big houses or the boom of more confidential brands?

Eshops or department stores?

Written press or influence from Instagram?

Meeting with Miuccia Prada and Raf Simons: For whom do we create?

That is the question

At 2 p.m. sharp, Miucca Prada and Raf Simons will put an end to the debates with one of these fashion short films that this after all resilient industry - everyone will agree - has become accustomed, for a little over a year, to broadcast on the internet instead of public shows. On the giant screen, appears the nylon bob adorned with the Prada logo of a young man dressed all in black, walking in a narrow red hallway. Richie Hawtin's minimalist electro finishes off the slightly anxiety-provoking atmosphere. It feels like a Star Wars remake. A pointed version, "

very Prada

", of a Darth Vader in a cotton playsuit rolled high on the thigh, socks in his city shoes and a bundle bag stuck under the arm.

Prada Prada Spring-Summer 2022 Collection Silhouette

In the winding passage, lit by a white light on the ceiling, the dark looks follow one another.

Color pops up on a pop accessory, a lemon yellow biker jacket, a bubble-gum pink floral terrycloth sweatshirt that looks like a kind of hooded swimwear.

Under their large, loose-fit jackets, these slender boys wear retro tapestry-patterned bathing suits.

Because at the end of the tunnel, there is the beach.

Several beaches in Sardinia in fact - Cala Zafferano, Cala Mariolu, Cala Luna - among the most beautiful on the island.

So many little corners of paradise with translucent waters, enchanting, unspoiled and austere landscapes in which the little band ends up swimming, snorting, drawing logos in the sand, sunbathing with their backs propped up on a rock ... In a word, relive.

The light at the end of the tunnel?

Once is not customary "

Madame Prada

" and Raf Simons will not give a press conference, by Zoom as it was often customary. The intent note evokes "

a strange summer escape

", "

a surreal encounter with nature, a seaside infrastructure of a different kind.

“All designed by AMO, the research studio of architect Rem Koolhas, a long-time accomplice of the label. But how can we fail to see in this hybrid jewel, somewhere between a fashion clip and an experimental short film, in this certainly dark and radical wardrobe but full of ultra-portable and second-degree classics, an optimistic message of overcoming the crisis? How not to see the light at the end of the hall for an entire industry?

Excerpt from the video of the Prada Prada spring-summer 2022 collection

Source: lefigaro

All news articles on 2021-06-25

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