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PRADA 2021SS Collection available now.

English follows Japanese.

RAF SIMONSとMiuccia Pradaによる2021春夏コレクションキャンペーンが公開。今回のキャンペーンは、人間とテクノロジーの対話をテーマに、モデルを360度取り囲んだ数百台のカメラによって同時に撮影。撮影は機械というテクノロジーによって、モデルやスタイリング、イメージの選択などは人間が行った。ヴィジュアルにはブランドから消費者に対して問いかけるフレーズをデザイン。問いかけにはブランドの公式サイトを通じて回答可能、回答は継続して展開するキャンペーンに取り入れられるとのことだ。



PRADA has unveiled Spring Summer 2021 Campaign, documenting the first collection created in collaboration by Miuccia Prada and Raf Simons, explores these realities of living today, a reality echoed by fashion, visions of which have been uniquely framed by and mediated through technology during the past year In a riposte to ideas of authorship and auteurship, this PRADA's newest campaign is photographed by no one. Instead, hundreds of cameras, circling models in 360-degrees, simultaneously capture a multitude of views. Alongside each image, a question is posed, from Prada to the viewer, a subversion of traditional fashion advertising communication. Prada transgresses limitations to speak with its audience, drawing them into another dialogue that is an essential component of the campaign.

New collection available at their website.(Updates April 13th)