Rem Koolhaas designs Prada show

After the long-awaited debut of Miuccia Prada and Raf Simmons as co-creative directors of prada, the Italian fashion house presented its 2022 summer collection; a unique fashion show with a Dutch touch.Text: Fleur de Jong
Image: PRADA

The architectural firm of Rem Koolhaas

The fashion show was framed with design by Dutch pride: architect Rem Koolhaas. The architectural firm of Rem Koolhaas GRANDMA/AMO made for a summer escape. During the show, the models walked through a meandering red tunnel that ended on the beach in Sardinia. The architects placed red objects in the pristine landscape. Lying in the sand or floating on the clear sea, the striking objects symbolized a surreal convergence with nature and the infrastructure on the coast. The fashion show was presented online. As a token of appreciation and to give back to the community in Sardinia, Prada supports the Medsea Foundation which restores marine ecosystems by planting certain algae in the sea.

Read about American Express's collaboration with Rem Koolhaas here. 

Little concealing

During the show it became clear that the men's collection is mainly light and revealing... After months of confinement, who wouldn't want to feel the wind and water directly on their skin, almost like a rebirth? This was the idea Miuccia Prada, just before the show she released the following statement: ''To expose yourself to nature, to go to the beach- it's freedom. It's utopian. That is really a primary need- an intellectual need, too''.