Prada released Day Trip – a sequence of photographs by Willy Vanderperre featuring this season’s runway beauty, Kiki Willems. In the brand’s visual journey, accessories and separates are presented in story-like chapters: Kiki sneaks into a dark buildings and walks down remote paths, looking elusive.
For resort 2017, Miuccia Prada continues her travel motif. Rather than sailor equipment, models wore durable, weather coats, boldly coloured nylon pouches with Prada torches inside and high-heels attached to classic, leather bags during the fashion show staged in Milan. Resort 2017 focuses on Prada’s heritage piece, so the famous backpack, which gets revamped in new textiles and colours. According to history, in 1984 the first nylon backpack was presented to Prada clients in their oldest store in Galleria Vittorio Emanuele II, leaving behind the dusty, ‘luxury-luggage brand’ past forever. A backpack is the symbol of Prada becoming a major fashion player, breaking the convention of elegance and giving other brands a sign – it’s the new chapter for accessories business. That was the time when the fashion world heard a very down-to-earth, close-to-masses word: “utility”.
I’m in love with Prada’s newest campaigns and projects. It’s not a secret that the brand is struggling financially for the last few months, so wonder why so much attention is paid to marketing-related matters. But most of all, fashion is about fashion, and yeah… who cares about statistics. The resort 2017 advertising campaign – featuring Jessica Chastain – is another reason why Prada steals the spotlight this upcoming season. Shot by Vanderperre, too, the campaign was photographed at Fondazione Prada (the contemporary art mecca curated by mother Miuccia). It’s captivating, I tell you.
Fondazione Prada is Milan’s most exciting place, where curated art meets architecture and its past. The creator of Fondazione Prada is, as the name might suggest, Miuccia Prada, whose love to art is as strong as to fashion. This is not an average, contemporary art museum – Fondazione fuses visual appreciation with intellectual pleasure – everything that happens here, from silent dance performances to temporary exhibitions, feels bonded together. The “Haunted House” covered with gold and the whole Fondazione Prada site is part of a former distillery complex dating back to the 1910s.
Without transforming the original volumes, the architecture project has preserved and enhanced the building by reinforcing the structure and gilding its external surface. As stated by Rem Koolhaas, the architect behind the museum, “Fondazione is not a preservation project and not a new architecture. Two conditions that are usually kept separate here confront each other in a state of permanent interaction–offering an ensemble of fragments that will not congeal into a single image, or allow any part to dominate the others. New, old, horizontal, vertical, wide, narrow, white, black, open, enclosed–all these contrasts establish the range of oppositions that define the new Fondazione. By introducing so many spatial variables, the complexity of the architecture will promote an unstable, open programming, where art and architecture will benefit from each other’s challenges”. Permanently, Fondazione Prada exhibits Louis Bourgeois‘s metaphysical installations, Robert Gober‘s eerie and surreal artworks. As part of the temporary exhibition, it’s essential to see Damien Hirst‘s “Trittico“, which literally presents a gynecologist chair immersed in a huge, fish-filled aquarium.
After few hours of discovering and learning about Fondazione Prada’s treasures, it’s a great idea to have cup of coffee at Bar Luce, which was designed by Wes Anderson, the famous director of “The Grand Budapest Hotel” – the pastel green wallpapers and delicious, marmalade cupcakes certainly give the caffè a status of the best museum cafeteria in the world. If you are planning a visit to Milan, then don’t even try to miss Fondazione Prada on your go-to list!
Via Largo Isarco 2 / Milan