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.

by Tish Weinstock
|
Jun 15 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 Florence's Via Tornabuoni store, the first "act" (which runs from June 14-26) is a series of Willy Vanderperre-shot images that take us behind the scenes of the Prada Uomo and Donna 2016 fall/winter collection. The photographs are presented in conjunction with a new store layout, which features restyled carpets with a 3D twist. Conceived by OMA and Michael Rock, act two (June 16-26)  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 (June 22 - July 8) will be staged in the privacy of an exclusive apartment on the top floor of the Prada Faubourg Saint-Honoré in Paris. It will showcase the stylish campaigns for the brand's fall/winter 17 collection — a series of portraits of British actor Eddie Redmayne shot by Craig McDean. All eyes are firmly on Prada.

Credits


Text Tish Weinstock
Image courtesy of Prada