OMA / Prada fashion shows

Possible Feelings

For the Prada FW21 show – the first Men’s and second Women’s show presenting the collaboration between Miuccia Prada and Raf Simons – AMO has created a set-up to be broadcast and not to be experienced by a live audience.

The design draws on the idea of the passage of time. A sequence of spaces evokes different intimate moments experienced throughout the day: a voluptuous night, a mellow morning, or a lazy afternoon. The fashion on display engages in a dialogue with the spaces, as the model moves smoothly from one room to another, through what seems to be a never ending route.

Each room has a distinct shape allowing the viewers to see the space from a multitude of angles. The walls and floors are cladded with a combination of soft and hard materials like fur and marble. The textures add a sensorial touch to a space that otherwise spectators can only experience digitally.

Trajectories

For the 2020 Fall/Winter Prada Menswear show, AMO transforms the grand hall of the Deposito, the multifunctional venue for performances that is part of the Fondazione Prada complex, into a set of imaginary piazzas that manifest the abstract energy of the public arena.

The relationship between the fashion on stage and the audience gathered above is simultaneously detached and voyeuristic. Models wander through the space, appearing and disappearing, following invisible trajectories that blur the boundary between the exposed and the concealed.

After ascending a grand staircase, guests enter the show space on a raised platform overlooking two identical voids, each containing a fictional outdoor space.