Rather livestreaming one display to the world, Prada is hosting twin runway presentations, to be concurrently executed in Milan and Shanghai during Milan Fashion Week.
Prada’s Spring Summer 2022 collection, created in tandem by co-creative directors Miuccia Prada and Raf Simons, will take place live on 24 September at 3 pm local time in Milan and 9 pm in Shanghai.
Titled “Synchronic Views,” the format intends to connect the physical and digital experience. Patrons at both shows will be presented with precisely the same collection shown on different models and in corresponding sets.
Video screens will allow each audience to see the other, as the display is simultaneously aired on different continents.
According to WWD, the event will be a “celebration of the unique experience of the catwalk, of the power of technology to overcome borders and unite. A celebration of fashion and sharing.”
The shows will be aired on prada.com, where spectators will have access to a live montage that will collect moments from the two parallel shows. Prada’s last live show was its womenswear presentation for Autumn Winter 2020-21.
Prada’s dual show new comes hot on the heels of Moncler announcing a new Mondogenius experience. On 25 September during Milan Fashion Week the brand will debut a digital experience that will involve five cities in a single event, with the participation of musician Alicia Keys.
China is a pivotal market for Prada
Travel restrictions remain in place for European and Chinese passengers and China remains Prada’s most important market. In July Prada reported a swell in sales with revenue up 66 percent to 1.5 billion euros, beating forecasts. Sales in Asia were back to pre-pandemic levels with mainland China up 77 percent.