Folding in Love


An interplay of reality and virtual games: Prada Presents Folding in Love. Through a simulated videogame Prada tells a brief and intense adventure of an object, in this case sunglasses, which is the flying lead character in a multi-level surreal journey. As befits the classic ‘arcade’ videogames, after travelling through multiple worlds in the Prada universe, the adventure ends in a romantic epilogue.

The hero object is the new Prada Folding Sunglasses, a design accessory that transforms, flies, hovers, rotates, bends to overcome barriers and dodge hurdles, elements from the Prada collections, all the way to the videogame's grand finale, where it conquers the princess – the ladies' version of the sunglasses.

The video is directed by the Milan-based BragaFederico studio. For the soundtrack, Prada chose to work with Ladytron, a band that has always been at the forefront and among the pioneers of the electroclash sound with a pop twist. The song is “Ace of Hz” from the album “Gravity the Seducer” released in September 2011.