PRADA VENTURES TOWARDS THE CITY

Last week we wrote about our enthusiasm for the great return of Prada Linea Rossa. Prada’s original sports line that stands as a predecessor for much of the technical infused designs we are currently seeing in contemporary fashion. Linea Rossa is returning with both design and function in highest regards, clean cuts and the latest in scientific developments within fabrics, fuse in unison to create a minimal aesthetic with incredible underlying technical ability to allow the garments to adapt to any situation. 

With a heritage in sports and oceanic exploration, it is now time for Prada Linea Rossa to takes its next step towards the future, a step on to the streets. The urban environment with its concrete nature poses as many challenges as any other, with the needs of a modern youth ever growing in parallel with its expectations for function. Clothing needs to adapt and protect without thought, almost with a form of intelligence. Shot on the urban fringes of Milan our editorial shows how a modern take on sports apparel can seamlessly melt in while still standing out in style.

Prada’s new Linea Rossa is available via their site online now.

Photographer: Vincenzo Schioppa

Models: Marco Basile , Guido Susani

Art Direction & Production: nss factory