Prada, Real Fantasies, Architecture an all that Jazz
Prada’s SS13 collection is blooming in this highly effective video or Motion Lookbook as Prada sometimes refers to. The video can be viewed on Prada’s website alongside a downloadable still lookbook, not far from Prada’s e-tailing site.
Prada describes the concept behind the video as: Simplicity, poetry and sentimentalism, processed through imaginary cinematic scenes; characters yearning in a world of sophisticated feelings, eluding nostalgia to inspect longing and legacy.
Restraining versus revealing: conflicting attitudes in a series of intimate and social situations.
Certainly one of the video strengths is its ability to show Prada Spring Summer 2013 collection participating to a varied selection of moments in the exciting life of Prada men and women. The video does not only mix social and intimate situations but produce a successful cocktail of 50’s, 60’s, 70’s and 80’s references. Simultaneously dark and fresh, it is evocative without being nostalgic, embed in history and relevant today.
This video produced by AMO is the sixth Real Fantasies Motion Lookbook in a series started with the Fall 2010 collection. The Artwork is by Lok Jansen and Jeroen Koolhaas. This last name should be familiar to Prada’s buffs. He is no other than the son of Miuccia Prada long-time friend and sometimes collaborator Rem Koolhaas. A Dutch architect and urbanist, teaching at Harvard, Rem Koolhaas Rotterdam practice is called Office for Metropolitan Architecture or OMA.
OMA … AMO … yes we are getting somewhere with this! AMO is a think tank part of OMA; it deals with the non-architectural work of the practice, including exhibitions, branding campaigns, publishing, and energy planning. AMO has contributed and collaborated with a broad range of organisations and events and has even guest-edited issues of Wired and Domus magazines. In addition to Prada’s Real Fantasies campaigns, AMO has designed Prada’s in-store technology.
Enjoy the videos!
Prada’s SS2013 Real Fantasies by AMO
Art Direction by AMO: Lok Jansen, Jeroen Koolhaas, Ippolito Pestellini Laparelli, Miguel Taborda, Lucia Venturini, Lucia Zamponi
Artwork by: Lok Jansen, Jeroen Koolhaas
Editing & Visual Fx by APRIL: Matteo Frittelli
Filming by APRIL: Matteo Frittelli, Gabrio Bellotti
Photography: Phil Meech, Agostino Osio
Music by 3o – Andrea Cassano, Alessandro Sicardi, Fabio Visocchi