Prada in recent years has been one to captivate its consumer with its technical-driven product range. Originally launched in 1997, the Prada Linea Rossa line was de-emphasised right before the mega explosion of streetwear/ sportswear. Though Prada has incorporated similar styles nylon backpacks and bum bags along the way, the Italian fashion house soon realises that its trump card was laying low in the Prada archives all along. 20 years later, Prada picked up from where they left off with the Linea Rossa collection. When the emblematic red line dashed across the Fall/ Winter 2018 runway, it left a huge statement on the brand’s push for progress in its sportif line amid the fashion age of athleisure.
Relaunching Prada Linea
As one of the fashion houses respected for its mastery in technicality and creativity, the new line-up underlines the ethos of the Linea Rossa collection, drawing the genesis of the original collection but reinvented for now. Prada’s Linea Rossa line boasts a sophisticated level of technicality with nanotech materials to regulate body heat made in part graphite, part nylon – the thinnest membrane in the world to fend of abrasion. The neon bright collection remains unrestricted to gender, where each piece of clothing transforms when worn on both men and women – a nod to the unconventional spirit of Prada’s mainline.
In an exclusive statement to Business of Fashion, co-chief executive Patrizio Bertelli said “Linea Rossa’s identity is the perfect expression of several essential elements of the Prada DNA,” and while expressing Prada’s unconventional spirit in its Linear Rossa collection, he expressed that “We are confident that the disciplined execution of our straightforward strategy will unlock the full potential of our global retail network and will drive long sustainable growth.”
Prada Linea Rossa Take to New York City
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- Adriana Lima
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- Johannes Huebl
As a more affordable line of the luxury house, the Linea Rossa collection is expected to drive volume for the brand given the right engagement. The first order of business for Prada is (of course) to host an event to mark the revival of its arm. Held on the 8th of September at the Broadway epicentre store in New York City, Prada dressed the space in their brand identity and the most iconic red stripe that cuts across the room.
A$AP Rocky, dylan Sprouse, Kanye West, Henry Golding, Katie Grand, Liv Low and more celebrities were in attendance celebrating the return of Linea Rossa – all dressed in Prada, no less.
View collection here:
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