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Wednesday, 25th May 2022
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An Embodiment of Today’s Man

Prada’s Spring/Summer 2022 campaign featuring Tom Holland as “himself” in the lens of David Sims is an embodiment of today’s Prada man a rich internal life informing his outer projection of self. These images cement minute actions and reactions, close and gentle moments the rapport between garment and body, gestures of dressingvand undressing alive within the imagery. Instead of a cinematic panorama, Holland is portrayed via portraits, intimate and real. The images connect – his gaze holds ours, and our attention. He is performing for the camera, with intent – but it is a performance of himself. Launching the Spring/Summer 2022 collection, Prada also supports the MedSea Foundation in its project to restore marine ecosystems with the reforestation of Posidonia oceanica meadows in the Marine Protected Area of ‘Capo Carbonara’. Posidonia oceanica is a marine plant endemic to the Mediterranean Sea, providing an important habitat for marine species and playing a crucial role in absorbing CO2 to help mitigate climate change. A continuation of the Spring/Summer 2022 mood, which takes theater and cinema as mirrors of reality, for the Fall/Winter 2022 Prada men’s show, the Deposito of the Fondazione Prada is reimagined by AMO as a stage for action, a representation of a heightened actuality. Actors are employed to echo truth through their portrayals. The casting includes 10 globally-renown Hollywood stars: Thomas Brodie-Sangster, Asa Butterfield, Jeff Goldblum, Damson Idris, Kyle MacLachlan, Tom Mercier, Jaden Michael, Louis Partridge, Ashton Sanders and Filippo Scotti. Real men, recognized figures, they bring a new facet of reality. Here, everyday reality is being valued, its signs and signifers exchanged with those of elegance and sophistication. Through this interplay, camerit and worth is afforded to human endeavour at all levels: perceived uniforms of employ achieve new importance. A sense of occasion is given to everyday activity – an import, a worth, emphasising the value of work to society. Eschewing hierarchy, a dignity is proposed to pragmatic clothing, uniforms of reality, rematerialized in precious leather and silk tech as a mark of respect and value. These are laid alongside the language of sartorial tailoring, a formality which confers an importance. Pragmatism can affect elegance – sartorial construction methods are applied to knitwear, bomber jackets and parkas, formalising these examples of universal clothing. Elegance becomes a means of celebration, of imparting significance.

Garments exemplify a constructed modernism, their inherent architecture serving to define shape and form. The body is given emphasis, shoulders and waist delineated through traditional tailoring, a silhouette then transmuted to everyday garments, the two disciplines not only juxtaposed but brought together as one. Through fabrication and methodology, an equal gravity is given to each genre of clothing – every facet of reality is offered significance, a sophistication and esteem, a lasting value. In the collection, the everyday reality is valorized and uniforms of employ achieve new importance. The body is given emphasis, shoulders and waist delineated through traditional tailoring, a silhouette then translated to everyday garments. With fabrication and methodology, an equal gravity is given to each genre of clothing every facet of reality is offered significance, a sophistication and esteem, a lasting value. The latest news includes the collaboration between Adidas Originals and Prada, two international brands renowned for their relentlessly progressive approach to innovation and originality. They are bringing their third collaboration the adidas for Prada Re-Nylon collection  into the metaverse. Introducing Adidas for Pra-
da re-source  an ambitious first-of-its-kind NFT collaboration that will feature user generated and creator owned art. The project is set to bring together participants across fashion, design, and crypto to co-create a large-scale digital artwork inspired by the physical Re Nylon collection. Adidas and Prada will invite their collective audiences to contribute unique anonymized photographs to the open Metaverse NFT project. 3,000 community-sourced artworks will be minted as NFTs and compiled as tiles in a single mass-patchwork NFT designed by renowned creative coder and digital artist, Zach Lieberman.

 

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