Under the hammer
The last few months have given Prada plenty of time for introspection. Reconciling their own response to Covid-19 with their wider responsibilities as a monumental fashion house during a time of crisis, the brand’s FW20 campaign represents a practical, proactive response to the current state of the world from an industry pillar.
Teaming up with auction house Sotheby’s, Prada will host a charity online sale of wares plucked straight from the runway. As the site at which tomorrow’s trends and must-haves are mapped out, the runway seems a fitting choice for a campaign essentially aimed at shaping a more positive future.
Full looks will be up for grabs at the auction, alongside photographic prints, show invites, runway decor and other ephemera, with all proceeds going to UNESCO educational projects. The projects aim at expanding inclusion in education across the globe, as seen in their Girls’ Right to Education Programmme in Pakistan which saw a huge increase in the number of girls from marginalised communities enrolled in primary education.
The chosen pieces make up the FW20 campaign imagery, which comprise of backstage shots and pastiche the pages of an auction catalogue. A small number of these objects will go under the hammer on 20 July, with further auction dates expected to be announced in the coming months and a full auction catalogue set for online publication in time for the official auction on 2 October. Watch the trailer below.