Depth | why is prada's cultural card so unique?

Playing the cultural card in the commercial market is no longer new, but how to make this card unique is a long-term proposition.

According to Fashion Business News, Prada released 2023 Spring/Summer Women's Wear Collection at Milan Fashion Week yesterday evening. From shirt jumpsuits, silhouette suits to gauze skirts, the whole series flashes the flow of gender, and the subtle changes between formal and informal, continuously changing multiple perspectives and reality, and pondering contradictions and paradoxes. Primitive and perceptual, delicate and rough are related to each other, blend with each other, and eliminate opposition.

Exquisite fashion created with paper fabrics is deliberately endowed with a sense of folding and unfinished. The folds spread from skirts to handbags, like traces of life, and become the brand's new design language with a memory point this season. A series of decent fashions that seem to forget to be ironed out show a collision between chance and elegance, and also symbolize creative freedom and physical liberation.

This sentiment spread throughout the show, fueled by film director Nicolas Winding Refn. This season, co-creative directors Miuccia Prada and Raf Simons specially invited Nicolas Winding Refn to conceive a new and unique experience for the press conference. A series of creations were launched with the theme of "TOUCH OF CRUDE", including cooperation with AMO to create a show setting, an immersive installation work, and a series of related short films.

In the Deposito venue of the Prada Foundation, the audience can see the short film directed by Nicolas Winding Refn from the perspective hole of the immersive device. In addition to being released on the official social platform, the content of the short film is also presented on the Milan show.

"Circular exhibition room" composed of black paper show and blue-purple background lights, as always, reflects the strong color image style of Nicolas Winding Refn. The director, who has directed films such as "run at the end" and "desperate driving", is good at creating a depressing and cold atmosphere and creating surreal visual senses, which echoes the 2023 spring and summer women's clothing series with strong colors and cold texture.