Prada Digital Runway: The Show That Never Happened
Covid-19 put the fashion world on lockdown and with that came new expectations and a heavy significance on thinking outside the box. With in-person runway shows clearly not being an option, designers had to find pandemic friendly ways to showcase their new lines. While some decided to step back and wait to see who would make the first move, others became trailblazers and dared to create remarkable pieces that will be remembered for decades to come. Among many designers, Prada was able to create a breathtaking presentation of their Spring/Summer 2021 line, all while staying completely digital.
The line was stunning, and the Prada Digital Fashion Show was too. Prada broke the video down into chapters, creating a different vibe for each.
Chapter 1
The first chapter set the tone of the entire piece. It featured many black and white frames of models walking behind a white backdrop. It was fresh and clean and nothing short of what should be expected from them. The chapter then transitioned to include distorted images of the collection projected onto the wall with the very avant-garde music building in intensity. The first chapter was definitely experimental straight out of the gate.
Chapter 2
This chapter was quite different from the first. It was shot fully in colour in what seemingly appeared to be a warehouse. It was very industrial, featuring the clothing being modeled in front of pipes and machinery with audio jumping between energetic piano to industrial machinery buzz. The clothes featured were clean and colourless. With a very busy background contrasting the minimalistic designs, chapter two was an unexpected success.
Chapter 3
The third chapter placed a huge emphasis on the detail of the SS21 line. With minimal music and black and white photography, the chapter allowed the viewer to focus on the details of the new line. The chapter varied in close-up shots and full body shots, drawing the attention to the stunning shapes they had created. With the experimental tone, it was a fresh and unexpected approach to displaying the level of detail in each piece.
Chapter 4
The fourth chapter of the piece radiates energy through the screen. With a more upbeat pace and colourful scene, it brings a sense of youth to the SS21 line. Having this chapter occur right after the third was a very smart choice as it allowed the viewer to see a part of the line in an entirely different way. While still being avant-garde it felt fresh and fun, but not overpowering, a direct reflection of the clothing itself.
Chapter 5
In my opinion, this final chapter is the most mesmerizing. With heavy emphasis on water, wind, and reflection, it creates a futuristic tone that highlights the versatility of the line. In contrast to the previous chapter giving off a more 80’s vibe, this chapter shows how the line transcends the decades and is a cohesive story. It felt as though it was the perfect chapter to end on.
Being online definitely would have posed many challenges for Prada, but I think the team should be commended on their efforts as the result is remarkable. The piece that was created fully grabs the attention of the viewer and switches frames quickly enough that the attention is never lost. It is clear that the move to a digital show did not phase the brand, but rather opened the door for a unique and breathtaking piece. Being online allowed for the time to ensure the show was nothing short of perfection, and it is very clear that Prada delivered.
Clearly, the show that never happened was a resounding success, which only begs the question: has Prada opened the door to an entirely new delivery for fashion week? If so, I’m not complaining.