PRADA real fantasies Spring/Summer’16


What is it all about: How an artwork reflects a new collection.

Where is it happening: Milan, Italy

The message: Merging a collection with graphic and visual imagery through collage and hand-drawn shapes: That’s why PRADA and AMO have been collaborating since the SS’07 show creating the so-called Fantasy Lookbook. Since the SS’12 show, AMO has come up with Real Fantasies, a graphic short movie, introducing animation and music to the look books. A project that highlights the attitude of the Italian fashion house and the conceptual references of each collection - like the video for the SS’16-collection.

On board: PRADA, the iconic Italian fashion house, and AMO, a research and design studio, work in out of the box areas that today have an increasing influence on architecture itself: media, politics, renewable energy, technology, publishing, fashion.

First Impression: For the 2016 Spring/Summer PRADA Real Fantasies, AMO graphically reinterprets the Indefinite Hangar as a synthetic sunset fixed within a 3-dimensional blank space. An artificial landscape where fiction and collection collide - watch it right here at PRADA

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