OMA/AMO designs yellow, intimate and tactile space for prada's SS21 virtual show

amidst the COVID-19 pandemic, the city of milan is experimenting with its reopening, this time through its world-famous fashion week. leading the way is milanese luxury fashion brand, prada, who presented a spectator-less virtual fashion show designed by its long term collaborator OMA/AMO. against a yellow velvet backdrop, prada debuted its first collection co-created by directors miuccia prada and raf simons.

images by prada

‘this season, in a period where the mediation between technology and humanity has become vital – bringing us together, even as we are apart – inspiration is drawn from this inherently contemporary and inevitable fusion,’ comments prada. ‘the process behind the collection was, inevitably, shaped by these necessary restrictions: fashion as both reflection of and reaction to the time in which it is invented. on a deeper level, technology’s indispensable presence within not only life but daily action has led to a different dialogue between ourselves and information: today, technology is a part of humanity itself.’

conceived by OMA/AMO, the physical environment of the virtual show amplifies both duality and plurality, something that has always been inherent in the language of prada. the personal, intimate and tactile space juxtaposes different elements, approaches and disciplines to find a paradoxical harmony in dichotomy. technology is present as chandeliers of monitors and cameras that decorate while being fully functional, recording the show and showcasing the name of the models — an entirely new cast who have never walked a runway show previously.

‘examining a dialogue between mankind and machine, the notion of instinct and logic emerges: diametric opposites, the two nevertheless form a foundational dialogue to creativity,’ prada continues. ‘both are quintessentially prada – a consideration of the world, and a natural reaction to that stimulus. another paradoxical dialogue, reflecting reality.’

overall, the prada SS21 collection explores the notion of uniform, touching on different interpretations of the concept.