Normalcy has it that a fashion show venue is decided to fit the theme of a collection. But normal does not start to describe Miuccia Prada. For her fashion house’s resort 2018 collection, Prada draws her inspiration from Fondazione Prada‘s new space: the Osservatorio (the Observatory). The exhibition space, dedicated to contemporary and visual arts, is housed inside Milan’s iconic shopping arcade, Galleria Vittorio Emanuele II.
“I really have in mind what this place means in history and also I really wanted to do a modernist show, so I started looking at the past. [The collection] resonates with [the venue] because it’s modernist and not at all decadent, but there is the beauty and charm of that period, the feminine eccentricity and sensuality of that period.”
The show space is designed by AMO, a research and design studio that “applies architectural thinking to domains beyond”, also a part of OMA. OMA is an architecture firm co-founded by Rem Koolhass, who led the architectural team of Fondazione Prada museum in Milan’s Largo Isarco.
AMO means for the set to be “a confrontation between real and manufactured moments”. The show note from the studio says:
“The linear arrangement of the seating orientates the guests towards the cupola placed beyond the large windows. Enhanced by both reflective and translucent columns, the guests have a transfigured view of the chiseled profile of Mengoni’s architecture. Models walk along the windows, glowing in the afternoon sun, suspended between the sky and the ornate iron dome that acts as the silent backdrop for the show.”
The Prada resort 2018 collection conveys a femininity that is quirky – very Prada. Transparent dresses, feathers, sequins and crystal details are apparent throughout, but juxtaposed with unexpected elements including luxe sportswear, waterproof jackets and knee-high socks.
Juxtaposition is also the reasoning behind the venue of choice.In an interview with WWD, Prada says that it is “resonating of the modernism of the period and the turn of the century sensual beauty. We thought those transparent dresses in front of the industrial cupola should look good.”
See all the looks from Prada’s resort 2018 collection in the gallery above.