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.
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.
Text Tish Weinstock
Image courtesy of Prada