A Note on The Set of Prada FW2021 Womenswear Show

Vésma Kontere McQuillan/ Prada Press Office
March 10, 2021
The Set of Prada FW 2021 digital Show by OMA/AMO.
Materiality permits contradiction. Traditionally gendered fabrics are recontextualized. Embellishment is structural, economical, and combinations and juxtapositions of surfaces evoke tension.
This is mirrored by the multi-textural environment that envelops the models. They move between spaces within an interior landscape, voids of faux fur and marble by Rem Koolhaas and AMO, against an original soundscape created by Richie Hawtin aka Plastikman. The connotation of these insistent combinations is to challenge divisions between purpose and intention. They are a tangible expression of differences brought together in one, to represent freedom.
With the ambition of repurposing furnishing used for the Prada Group’s shows, the materials utilized in the set of the Fall/Winter 2021 digital shows for both men and women will be upcycled, finding a new life after the events through special product installations and pop-ups around the world. Finally, these materials will be donated to Meta, a circular economy project based in Milan, which offers sustainable solutions to waste disposal within ephemeral events by collecting and recovering materials for selling and rentals. Meta works in collaboration with La Réserve des arts, an association offering a service of collection and recovery of raw materials and decoration waste from fashion shows, making them available to professionals and students in the cultural sector.

Images Courtesy of Prada/ Words Prada Press release