Purpose and Values
Milan, 17th January 2021 - The Prada Fall/Winter 2021 Menswear collection by Miuccia Prada and Raf Simons starts from an intimate and personal need for contact, our urge to exchange and relate. The foundation of all is the individual: the human body, and its freedom.
This need to feel and the pleasure of tactility, results on a multiplicity of surface texture and textile. Conceived by Rem Koolhaas and AMO, the show’s ‘non-spaces’ are defined by panes of marble, resin, plaster and faux fur. Inviting and seductive, they can pretend to be both interior and exterior, hard and soft, warm and cold: simultaneously both and neither, they allow absolute freedom of interpretation and expression
With the ambition of repurposing furnishing used for the Prada Group’s shows, the materials utilized in the set of the Fall/Winter 2021 Menswear digital show will be upcycled, finding a new life after the event through special product installations and pop-ups around the world. Finally, these materials will be donated to Meta, a circular economy project based in Milan, which offers sustainable solutions to waste disposal within ephemeral events by collecting and recovering materials for selling and rentals. Meta works in collaboration with La Réserve des arts, an association offering a service of collection and recovery of raw materials and decoration waste from fashion shows, making them available to professionals and students in the cultural sector.