Purpose and Values
Milan, January 16th, 2024 - Responsibility is action: the circularity and sustainability at the heart of Prada’s ground-breaking Re-Nylon Collection forms the touchstone of its 2024 advertising campaign, featuring celebrated actors and activists Emma Watson and Benedict Cumberbatch photographed by Willy Vanderperre. A campaign that sees beyond, portraying the Prada Group’s ongoing partnership with UNESCO for ocean preservation.
Launched in 2019, Prada Re-Nylon – comprising accessories and ready-to-wear for men and women – epitomises a fundamental duality of Prada’s identity; innovation in spirit, responsibility in action. Placing sustainability at the heart of a fashion collection, Prada Re-Nylon has instigated a shift across the brand as a whole. Today, production of all Prada virgin nylon has been converted to regenerated nylon, a radical commitment to sustainability by a major luxury house.
In the twenty-first century, notions of luxury have again shifted, embracing ideologies and environmental concerns – thinking luxury. Prada Re-Nylon is an evolution of this iconic fabric to ECONYL, a regenerated nylon yarn that can be ceaselessly recycled to produce material of the same high quality.
This journey, in turn, inspires the 2024 Prada Re-Nylon Collection campaign which presents an offering of timeless and eternal pieces, worn by Watson and Cumberbatch. This new collection is literally framed by the environment it is actively preserving: the ocean.
As of July 2023, 1% of the proceeds from the Prada Re-Nylon Collection supports SEA BEYOND, the educational program launched in 2019 by Prada Group and UNESCO’s Intergovernmental Oceanographic Commission (IOC). A project in line with the Group’s passionate societal concerns and the value it has always afforded to education and culture, SEA BEYOND has raised global awareness on sustainability and ocean literacy principles, educating young generations around the world. To protect our ocean, we need to understand it – learn, think, act.