Prada has launched a pre-Fall 21 collection, showcasing the brand’s ongoing commitment to sustainability by using consciously sourced organic denim. You can view the ‘May Issue’, comprising these women’s and men’s ready-to-wear pieces, bags, accessories, and jewelry on Prada’s website.
The organic denim-washed fabric used in Prada’s collection is 100% GOTS, (Global Organic Textile Standard) certified organic cotton. The cotton used for this material comes from organic farming with a low environmental impact, free of pesticides and fertilizers. To maintain this high level of sustainability, the denim is then dyed using the ‘Acquasave’ system. This type of dyeing keeps water consumption well below the standard, saving 10 liters of water for each linear meter of fabric. The ECO 4 finish also allows savings in water consumption, by reducing wash time that improves the overall EIM score (Environmental impact measurement).
The collection itself is reminiscent of the 50’s Summertime romantic elegance. The women’s line includes timeless shapes, poplin dresses, and shirts with pieces in black Re-Nylon. Pastel and muted tones dominate the color palette for bags.
For men, the ready-to-wear selection includes denim ensembles, two-motif printed shirts, Re-Nylon lifestyle, and wool knitwear. Accessories are characterized by calf leather and canvas bags, drill, and denim shopping bags as well as denim and drill hats that include the iconic Prada triangular logo.
We also love that Prada chose a highly stylized look book to depict this collection. The ‘May Issue’ lives on Pradasphere, the editorialized section of Prada’s website. Prada tapped Ferdinando Verderi, the Creative Director of Vogue Italia for the creative direction, which was shot and filmed by Drew Vickers. Products are portrayed using a precise photographic style, highlighting graphic forms and soft lines. The juxtaposition of negative space and macro-style close-up is a theme throughout, highlighting the sculptural silhouettes.
The collection is available to purchase now in stores, and on Prada.com.
Prada Creative Directors | Miuccia Prada & Raf Simons Creative Director | Ferdinando Verderi Photographer/Director | Drew Vickers Models | Rolf Carmona, Greta Hofer, Hanaka Hori, Dara Gueye, Taira Go, Evelina Grinberga, Dija Kallon, Ritter, Adrians Smats, & Willow Yang Music supervision | @hinote.nyc
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