prada gets theatrical for men’s fashion week

To celebrate the men's shows, the iconic brand has conceived three artistic acts to be showcased across three different cities.

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15 June 2016, 1:10pm

Roll up, roll up to the Prada spring/summer 17 menswear showcase, unfolding in the stores of not one but three iconic cities: Florence, Paris and Milan. To celebrate Men's Fashion Week, each store will play host to a distinct display.

Staged in the Florence's Via Tornabuoni store, the first 'act' (14 - 26 June) is a series of Willy Vanderperre-shot images that take us behind the scenes of the Prada Uomo and Donna 2016 autumn/winter collection, presented in conjunction with a new store layout, featuring restyled carpets with a 3D twist. Act two (16-26 June) conceived by OMA and Michael Rock, is an installation of screens showing Chronicle, and takes place in the Prada Men's Monte Napoleone store in Milan.

The third and final act (22 June - 8 July) staged in the privacy of an exclusive apartment on the top floor of the Prada Faubourg Saint-Honoré in Paris, showcases the stylish campaigns for the brand's autumn/winter 17 collection; a series of portraits of British actor, Eddie Redmayne, shot by Craig McDean. With the first act having launched already, and the second dropping tomorrow, all eyes are firmly on Prada.

Credits


Text Tish Weinstock
Image courtesy of Prada