A project incorporating three iconic weeks of men’s Spring/Summer 2017 fashion involves three set designs on three prestigious stages: the Florence, Milan and Paris Prada stores.
FLORENCE Tornabuoni – This store is presenting the ‘dis-dressed’ project with a series of large images taken by Willy Vanderperre backstage at the Autumn/Winter 2016 Prada menswear and womenswear fashion shows, examining their aesthetic universe and the references that link the two collections together. Each of the various environments features large photos, new layouts, carpets that reinterpret the historic black and white chequerboard design in 3D, incorporating green, red and grey hues, and new chairs. (14-26 June)
MILAN Monte Napoleone Menswear – Here the focus is on creativity through digital media and video: large LED screens showing images from Chronicle and ‘dis-dressed’ on loop are the main feature both of the window displays and of all areas within the shop’s three storeys. A contemporary, modern and innovative setup, fully consistent with the spirit of the collection. (15-26 June)
PARIS Faubourg St. Honoré – Housed in the intimate space provided by the exclusive apartment on the shop’s top floor, this setup offers a preview of the Autumn/Winter 16 Prada menswear advertising campaign: blown-up photos depicting modern and up-to-date masculinity showcased in a series of allusive portraits of actor Eddie Redmayne (The Theory of Everything and The Danish Girl), taken by photographer Craig McLean and evoking the feel of 19th-century portraits. For more information, see the article in the Communication and Campaigns section. (22 June – 8 July)