Milan Fashion Week: Miuccia Prada & Raf Simons answer the questions of Prada’s community
For the Milan Fashion Week in September 2020, Prada’s show turned out to be apart, and very different from the other shows. Indeed, we could observe the models walking between multiple cameras. Then, at the end of the show, there was a filmed discussion between Miuccia Prada and Raf Simons. This discussion was animated by questions asked by their community to which the two designers spontaneously answered. These were, for example, mostly questions about the fact that Miuccia Prada and Raf Simons had decided to work together, but also about what they drink when they wake up.. or more personal questions such as when Miuccia gave advice to a young student who would like to have a career in fashion.
During these difficult times for Covid-19, this discussion instilled a different closeness between the two designers and the Prada community. Miuccia Prada also approached the subject of technologies and their impacts. Technologies that, in a first time, allowed them to present their collection at a time of social distancing, but which in a second time should not surpass us. Miuccia Prada underlined the importance of sustainability and inclusion in fashion industry.
“This is a moment that requires some seriousness, a moment to think and reflect on things. What do we do, what is fashion for, what are we here for? What is the contribution that fashion can make to a community?” Miuccia Prada
SS21 Collection communication campaign: the community answer Prada’s questions
A dialogue is created. For the campaign of the collection, it is the turn of the community to answer Prada’s questions. Artistic director Ferdinando Verderi created an advertising campaign inspired by philosophy. Indeed, the campaign is composed of simple photographies where the models pose on a white background, the clothes are well highlighted. However, on the photos there are some words, spaced out one from the other, vertically, which form a question. Prada invites its community to answer these questions on its website.
Some of the answers have been shared on Prada’s Instagram page. Through these questions, the brand inviting its audience to a global reflection on the fashion industry, which has been undergoing major changes in recent years.
Prada’s communication campaign brings amusements on social networks
The questions asked by Prada and the answers shared on social networks amused some Internet users. These questions, which are minimalist and philosophical in nature, were perceived as “absurd” by Internet users who made parodies of it on Twitter. Here are some examples:
However, these parodies mostly created a big publicity for the campaign which, all in all, worked very well even if not in the way initially desired.
To conclude, collaboration with its community played a key role in Prada’s campaign. In its press release, the Italian group expressed its desire to deal about topics related to “self-perception, technology, ideas of humanity – diversity, inclusion, sustainable development”.
In the same vein, I invite you to read this article written by Lea Manadi about the different worldwide adaptations of the Fashion world because of the Covid-19.