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Translated by
Nicola Mira
Published
Sep 17, 2021
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Prada to stage simultaneous twin shows in Milan, Shanghai

Translated by
Nicola Mira
Published
Sep 17, 2021

Two seasons of digital shows have greatly extended the horizon of fashion labels, making it hard for them to go back to a straightforward physical, localised format. Prada is returning to the Milanese catwalks this season, but will do so in an unprecedented format, staging twin shows at opposite ends of the planet. The Italian luxury label has in fact scheduled two simultaneous catwalk shows in Milan and Shanghai on Friday Sept. 24, to present its womenswear collection for the Spring/Summer 2022 designed by Miuccia Prada and Raf Simons.
 

A Prada look for summer 2021 - © PixelFormula


The shows will be held at the same time, at 3 p.m. CET in Italy and 9 p.m. local time in China. The looks presented will be the same in both continents, but the models and setting will be “complementary,” in order to offer “the same vision from two perspectives,” as Prada stated in a brief communiqué.

In both locations, it will be possible for the shows’ guest audience to follow live on giant screens the show taking place in the other city, while the two events will be simultaneously streamed on prada.com as a live montage, providing a third way of enjoying the shows.

Prada sees the event, labelled ‘Synchronic Views’ as “a celebration of both the uniqueness of the catwalk experience and of technology’s power to transcend borders and unite people. A celebration of fashion and community spirit.”
 

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