PRADA LINEA ROSSA FALL 2020 AD CAMPAIGN FEATURING YARA SHAHIDI
Yara Shahidi's line of work reflects her multifaceted career and is connected to Linea Rossa's ethos of modern, high-performance clothes.
November 6, 2020
The Prada Linea Rossa Fall 2020 ad campaign celebrates the new active collection with influential figure and cultural game-changer like American actress and change agent Yara Shahidi.
This season, Prada Linea Rossa introduces Extreme-Tex, a new fabric researched and developed exclusively by Prada. Born from a desire to combine the vanguard of textile technologies with sustainable production practices, Extreme-Tex is composed of recycled polyester, manufactured using non-polluting processes – fluorocarbon and organic and toxic pollutant-free during the process of waterproofing. Lightweight yet structured, Extreme-Tex is water-repellant and durable thanks to an internal membrane of Graphene-based polyurethane, which thermoregulates body temperature. It is a material that offers protection not only for the body, but also the environment.
In a combination of Extreme-Tex, stretch jersey, nylon and tech-knit, the Fall Winter 2020 collection proposes a metropolitan wardrobe of dynamic clothing: an urban uniform inspired by sports and survival, geared towards movement, lightness and ease, and dominated by a black and Linea Rossa red colour palette for immediate visual identification.