Purpose and Values
Reading between the lines. The Prada Linea Rossa Spring/Summer 2020 campaign adopts another line of communication, another symbolic connector. An enigmatic language this time, exclusive yet universal: Morse Code.
The hyper technical code is translated into an entirely new alphabet for the everyday, defined by a streamlined sequence of Linea Rossa. Inspiration is drawn from real life: these new characters are used to create real messages, used to speak a new language for and to the Linea Rossa community.
The campaign converses with its audience knowingly yet undetected, with secret messages coded visually into every image.