Campaigns

Tools of Memory

ORIGINAL PIECES FROM THE PRADA FW2020 FASHION SHOWS IN MILAN WILL BE AUCTIONED IN OCTOBER

Starting from October 2nd, 2020
 

For Fall/Winter 2020 season, the Prada campaign is proposed as an action - an online auction in partnership with Sotheby’s, staged in October. Proceeds generated will benefit Unesco educational projects, expanding education for vulnerable populations across the globe. 

The auction pieces are drawn from the Prada Fall/Winter 2020 men’s and women’s shows: one-of-a-kind garments and items worn by models during each fashion show, photographic prints, show invitations and elements of the runway décor.

The campaign visuals juxtapose backstage photography and precious artifacts, presented as in pages from an auction catalogue.

Clothes are objects of desire that remind us of emotion and experience: tools of memory of a precise moment within fashion and time, that on this occasion can help the future.

On 20th July, a number of auction items are unveiled for the first time on www.sothebys.com/prada. More details will be released over the coming months, until the September publication of the full catalogue, in time for the auction bidding from October 2nd till the 15th.

Credits

Backstage Photographers: Daniel Arnold, Gigi Hadid, Phil Meech, Kevin Tachman
Creative director and film: Ferdinando Verderi
Styling: Olivier Rizzo