Purpose and Values
Milan, 16th November 2021 - Gus Kenworthy, champion freestyle skier, philanthropist and prominent LGBTQI+ figure and Julia Marino, snowboarder, gold-medal winner in the 2017 X Games and actively involved on the women and youth empowerment front, both showcase the Fall/Winter 2021 Prada Linea Rossa ski collection. Captured in still images and a filmic short directed by Matt Pain, the two protagonists engage in a fierce battle across the slopes, a race between skier and snowboarder on their shared winter terrain. Their competition, however, harks back to the original root of that word - competere, ‘to strive for.’ Not a rivalry, but a sparring match, an urging of one another to push further and achieve. The ethos of champions, the attainment of excellence synonymous with Linea Rossa - a line to cross, to conqueror.