The exuberant, fluorescent energy of the 90’s is back with new Prada Linea Rossa collection. The Prada Linea Rossa, with its unique red stripe logotype that appeared in 1997, was an important cultural symbol of a period with the flash of red revealed at the edge of a cuff or the back of a heel.
In a new digital video series developed under the creative direction of Michael Rock/2×4 New York, directed by Arisu Kashiwagi, and styled by Lotta Volkova, this classic, svelte Prada Linea Rossa logo springs to life and assumes the role of protagonist, leading characters Daan Duez, Kris Grikaite, Taemin Park and Anok Yai into the heart of extreme settings filled with stylized red stripe sun rays, rain drops, wind streaks, and snowflakes. The all-weather, four season Prada Linea Rossa ecosystem is a enveloping world where sport and fashion overlap. The adventurers face the graphic elements with élan, weaving in and out as the animated red strokes roll and ripple away from their weatherproof outerwear.
Prada Linea Rossa is reanimated, in bold shapes and stable tones. The campaign’s an unmistakably contemporary tone with the spare and the bright, dynamic animations, inspired by the frenetic language of video games and animé where the graphic and live action overlap. These characters live in the digital world.