‘Tools of Memory.’ Prada has a purpose. Duh. Mrs P does not only offer us the most fabulous fashions, but also knows ‘fashion has a duty not only to reflect its time, but to help shame them,” as the press release for the AW20 campaign states. The campaign itself is an auction in collaboration with Sotheby’s, with proceeds to be donated to benefit UNESCO’s educational projects for vulnerable populations around the globe. The auction pieces are drawn from the Prada AW20 women’s and men’s shows including show invitations, the physical garments worn by the models on the runway, accessories and photographic prints. These are the official talismans of the Prada season, up for grabs to do good. As the House says: “What we create today becomes a memory for tomorrow… Future histories… Purpose in the present.” We like it. Today, a small number of items from the auction will be released on sothebys.com/prada, with details of more items to be released over the coming months. The full auction catalogue will be public online in time for the launch of the auction on October 2, 2020. On your marks… get set… Bid.
by Roxy Lola