Prada unveiled its first masterbrands after more than a decade in the fragrance business at the SS17 Men and Women’s show in Milan
Back after more than a decade, Prada unveiled its first masterbrands in the fragrance business in the month of June this year in a special environment at the entrance of the Spring/Summer 2017 Men’s and Women’s show on Via Fogazzaro, Milan.
La Femme Prada and L’Homme Prada embraces Prada’s spirit of contradiction, investigating the fluidity of male and female archetypes. The fragrances were launched simultaneously in a ‘mirrored box’ space that interrogates the feminine/masculine duality with two interlocking rooms — one black, one white — featuring walls composed of printed graphics, video screens, and mirrors.
At the centre, La Femme Prada and L’Homme Prada hovered over a white display table, symmetrical complementing the multiplied virtual worlds that surround them. The video screens displayed the fragrance campaign video featuring Mia Goth, Mia Wasikowska, Dane DeHaan and Ansel Elgort, in addition to black and white fashion silhouettes, and a collection of dialogues from literature, theatre and film. The fragrances will be available to purchase in the Middle East from September.