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FW 2020 Man and Woman

Tools of memory

The Prada Fall Winter 2020 womenswear collection is a consideration of the strength and an allusion to the inherent authority found in what is intrinsically feminine. The typical characteristics of femininity are championed and challenged, reflecting in visual and rhetorical examples that are deliberately combined to contradict and attempt to propose new meaning.

The Prada Fall Winter 2020 menswear collection presents synchronous yet antonymous viewpoints on tradition, on the known, on nature - human, and otherwise. A fantasizing of the classic.
Fashion has a duty not only to reflect its times, but to help shape them, to be a meaningful and useful tool, to affect change.

For Fall/Winter 2020 season, the Prada campaign is proposed as an action - an online auction in partnership with Sotheby’s, staged in October. Prada will donate the proceeds raised in this auction to UNESCO’s new campaign entitled Keeping girls in the picture and their Global Education Coalition’s Gender Flagship. 

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.

Thank you for participating in the Tools of Memory auction, in partnership with Sotheby’s and in support of Unesco’s educational initiatives.


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