Prada relaunches the classic Prada Linea Rossa as an evolved, reactive technical collection keyed to the ideology of the twenty-first century
Prada Linea Rossa underscores its foundations and origins in 1990s sportswear, drawing on the precision of the lines and refinement of aesthetic that defined the look of the era. Today, this ideology still has resonance.
Tied intrinsically to the fundamental identity of Prada, to its elevation of the industrial and functional to form a new breed of modern luxury, Prada Linea Rossa first launched in 1997. Its new incarnation debuted at the men’s and women’s Fall/Winter 2018 shows, entirely integrated into the Prada aesthetic lexicon. A focus on technical detailing and new manufacturing possibilities singles out Prada Linea Rossa as a distinct, defined offering within the Prada mainline. A new facet of the Prada universe.
Prada Linea Rossa fuses high fashion with high performance, design excellence with technical prowess. Each item is hyper-functional, devised with cutting-edge methodology. In this refresh of Prada Linea Rossa, twenty-first century industrial and scientific advances in textiles and manufacture inform design decisions, in a synthesis of form and function.
In a new digital video developed under the creative direction of Michael Rock/2×4 New York, directed by Arisu Kashiwagi and styled by Lotta Volkova, the svelte Linea Rossa logo becomes the protagonist, leading Anok Yai, Kris Grikaite, Daan Duez, and Taemin Park into the heart of extreme settings filled with a stylized red sun, rain, wind and snow. The adventurers face the elements with élan, weaving in and out as the animated red strokes roll and ripple away from their weatherproof outerwear. While the exuberant, florescent energy of the 90s is alive in these clips, the spare, tightly-wound soundtrack by composer Joe Johnson, and the bright, dynamic graphics lend the campaign an unmistakably contemporary tone. Prada Linea Rossa is back and infused with the energy of the moment.
For the first collection, the reengineering includes the iconic Prada Linea Rossa emblem – the slender red flash across the neck and chest, a badge of identity connecting everything. This underscores the ethos of the line, drawing on the heritage of Linea Rossa, yet reinvented for now.
Minimalism is the key approach: garments are clean, precise, pure and entirely streamlined in form. Technology is unconnected to gender – garments are unisex, and pieces transform on the body of both women and men.
Materials distinguish the range: innovative, forward-thinking, futuristic, they define Linea Rossa. These include nanotech fabrics with high conductive capacity favouring body temperature regulation; Graphene, a substance deriving from graphite; a new generation of padding, composed of graphene and recycled polyester; Goretex Pro water-repellent microfiber; Primaloft padding; and ultra-light Nylon 3L with high abrasion resistance, the thinnest membrane in the world.