WATCH Prada's Arty New Short Film

01 November 2010

Make no mistake: Miuccia Prada knows about art. You probably already know that the woman who has transformed fashion for the past couple of decades is also a serious art aficionado, curating shows for some of the world's most respected artists - from Anish Kapoor to Sam Taylor-Wood and Louise Bourgeois, as part of the Prada Fondazione which she founded over a decade ago. Although the designer claims  she started commissioning art as 'a learning process', never really intending to amass a personal collection of art works, she admits 'although now we have one' - one big enough to fill a 17,500 square metre Rem Koolhaas-designed museum in Milan - due to open in 2012.

And Miuccia's conceptual approach to fashion, and original textile designs in particular,  show a mindset not dissimilar to that of an artist.  

So it's nice to see Mrs P's twin interests working so perfectly in harmony in the latest video from the luxury fashion house. Showcasing the A/W '10 collection, the short film purports to be not a "Look Book", but a "Fantasy Motionbook". With original artwork by artists Oma, Alexander Reichert, and Fausto Fantinuoli, mixed in as stills and animated sequences with campaign images and catwalk footage. We love the fashion-illustration-come-to-life feel of it, and the raw, almost comic book treatment of the images - very cool and perfect for a viral video.

The film hits the Prada website on Wednesday, but we've got a sneak preview below...


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