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 fashion show was framed by design from Holland's pride: architect Rem Koolhaas. Rem Koolhaas' architectural firm OMA/AMO provided a summer escape. During the show, the models walked through a meandering red tunnel that opened onto the beach of 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 coastal infrastructure. The fashion show was presented online. As a token of appreciation and to give something 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' collaboration with Rem Koolhaas here.
During the show, it became clear that the men's collection is especially breezy and little veiled... After months of confinement, who wouldn't want to feel the wind and water directly on their skin, almost like a rebirth? This was Miuccia Prada's thought, just before the show she released the following statement: ''To expose yourself to nature, to go to the beach-it's freedom. It is utopian. That is really a primary need-an intellectual need, too''.
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