MILAN — Thinking locally is one of the consequences of the COVID-19 pandemic, but digital tools have been helping brands to go global and Prada is leveraging both physical and virtual ways to present its women’s spring 2021 collection through a program to be rolled out around the world.
A special event in Shanghai will be held at Prada’s storied residence Rong Zhai, where screenings will be offered in different rooms of the villa, followed by a small reception. After a six-year restoration funded by Prada with the goal of turning the unique piece of heritage architecture into a flexible site for cultural activities, Shanghai’s 1918 mansion Rong Zhai was unveiled in 2017.
Details about the new virtual event are being kept under wraps, but Prada’s most recent digital project was a success with retailers and the media. To present her men’s spring and women’s pre-spring 2021 collections, Miuccia Prada asked five artists and photographers to interpret the lineups in a video that was shown in July, as part of Milan’s first Digital Fashion Week, called “Prada Multiple Views SS21.