Prada Fall/Winter 2020 Women’s and Men’s Advertising Campaign ‘Tools Of Memory'
Prada is one of the most iconic fashion houses in luxury industry. The designers behind the brand have constantly endeavor to be innovative while following their classically exclusive style. Luxury brand has manifested its longevity, and the Prada name will still be in demand for years to come.
Today we have the great news for fashion lovers and Prada fans. The Prada Fall/Winter 2020 campaign initiates an online auction in collaboration with Sotheby’s! The auction artifacts include catwalk looks, alongside photographic prints, show invitations, pieces drawn from the runway décor. The pieces are unique, they are the physical garments worn by models on the catwalk. Fashion artifacts presented during the on-stage performance normally become talismans imbued with the memory of the moment that generated them: the fashion shows. The sales generated will be donated to benefit UNESCO educational projects, wide spreading inclusion in education for vulnerable populations across the globe. The campaign displays juxtaposes contexts, presenting these items as part of the environment of the fashion show via backstage photography.
The Prada auction symbolizes a reflection and memory of this unusual time when people were unable to gather together, to commune to create. What we create today remains in our memory tomorrow.
That is especially concerns fashion industry, runway shows premonitions of moments about to be lived, of styles about to be. Generating future histories, a memory asserts usefulness and purpose in the present. Clothes reflect people's mood, of emotion and experience.
They are in themselves predictions of tomorrow, objects of desire, tools of memory. A small number of items from the auction was already unveiled for the first time on sothebys.co/prada. Don't miss the details of further items, which will be released over the coming months! Let us follow together Prada's update before the full auction catalogue is published online in time for the launch of the auction on October 2, 2020.
Pictures: PR
