The Prada Fall 2020 campaign is proposed not as inert imagery, but as an action – an online auction in collaboration with Sotheby’s, staged in October.

Proceeds generated will be donated to benefit UNESCO educational projects, expanding inclusion in education for vulnerable populations across the globe. The auction artifacts are drawn from the universes of the Prada Fall 2020 men’s and women’s shows: fashion items, alongside photographic prints, show invitations, pieces drawn from the runway décor.

The campaign visuals juxtapose backstage photography and precious artifacts, presented as in pages from an auction catalogue.

Clothes are objects of desire that remind us of emotion and experience: tools of memory of a precise moment within fashion and time, that on this occasion can help the future.