PRADA takes ‘Backstage’ to a new level via series by WILLY VANDERPERRE


BY KENNETH RICHARD

While many a brand is working to make ‘live’ interaction a part of their game plan via social media, Prada has gone the other route, turning images from live events into artwork to be released exclusively on their own site. That strategy manifests itself in their latest “Dis-Dressed Redux” photo series made up of sublime photos, taken by Willy Vanderperre, backstage at the Fall 2016 men’s and women’s shows.

The images elevate the idea of backstage photography, shifting away from candid moments of the drama of the runway to serine images reflecting the personalities of the subjects and the brand. What is of note is where Prada chose to display the images. Rather than push the images out to their 8 million Instagram followers or 700 thousand Twitter fans, the house framed the images in their own house of Prada.com. And The Impression finds the idea of developing exclusive content to live within Prada’s own website and nowhere else a strategy to applaud.

Here is a taste of what is in store on Prada.com.

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