PRADA Men SS13, the catwalk

Fashion and Architecture meet once again, and they do it for Prada.

Text: Mary Giatra

Prada collaborated with Rem Koolhaas’ OMA design studio to create a space for it’s men’s spring/summer 2013 catwalk show at the Fondazione Prada in Milan.

It is not the first time that the italian Fashion House joins forces with the legendary Dutch architect in order to produce a suitable space that would match Prada’s vision and OMA’s work is never disappointing.

A white modernist composition of shifting geometrical forms composes this season’s runway space. Volumes come out of the side walls in order to restructure the existing blank space. The carved blocks on the volumes act as seats for the audience. The landscape may be monochrome but not repeatable. Every seat is different on this pure white canvas and each spectator watches the show from a different vantage point. The voids, formed between the side constructions dictate the models’ direction on this minimalist catwalk.

This runway symbolizes the beginning of a new chapter in the Prada history. “Simplicity is repetitive and equal”, Miuccia Prada noted. Deliberately blank, simple and minimal, the structure truckles in the designer’s dream. We just have to dream with her…


Enjoy the show!