Prada’s 2017 -18 Fall/Winter collection.

Videos of Prada’s 2017 autumn / winter men’s & women’s collection runway.

Prada’s shoes making in a workshop in Milan.

Movie of Miu Miu Aoyama store in Tokyo designed by Herzog & de Meuron.

A short film produced by film director David O. Russell for Prada.

For the Real Fantasies FW2013 by AMO, Prada introduces a sophisticated domestic imagery. Characters perform in a world of distorted normality, a collection of everyday moments assembled together to form the film noir of commonness.

The main topics explored in the collection stem from raw elegance and banal emotion, weaving in multiple interconnected stories. Profound romanticism, stories of normal men, women, and life, are brought together as an animated puzzle of recognizable daily elements.

For the first time, the inspirations from both MAN and WOMAN shows overlap to shape a distorted graphic universe. Urbanity and a mysterious domestic ambience merge in a sequence of stories where simplicity is observed as the ultimate form of perfection.

Art Direction by AMO:
Lok Jansen
Jeroen Koolhaas
Ippolito Pestellini Laparelli
Miguel Taborda
Lucia Venturini

Artwork:
Lok Jansen
Jeroen Koolhaas

Editing and Visual Effects by APRIL:
Matteo Frittelli
Gabrio Bellotti

Music by 3o:
Andrea Cassano
Alessandro Sicardi
Fabio Visocchi

Filming by APRIL:
Matteo Frittelli
Gabrio Bellotti

Focus Puller by 4FRIENDS:
Krishna Agazzi
Massimo Cecchini
Gaia Ferme

For the 2016 Spring/Summer Prada Real Fantasies, AMO graphically reinterprets the Indefinite Hangar as a synthetic sunset fixed within a 3 dimensional blank space. The abstract hangar is populated with geometric objects and furniture. Models move through a neutral scene between the undefined and distilled fragments of daily life. The horizon and scale constantly shifts, manipulating the frame and disrupting a linear sequence: an artificial landscape where fiction and collection collide.

AMO and Prada have been collaborating on the fashion house’s lookbooks since the Spring/Summer 2007 show, merging the collection with graphic and visual imagery through collage and hand-drawn shapes. Since the Spring/Summer 2012 show AMO has turned the project into Real Fantasies, a graphic short movie, introducing animation and music to the lookbooks. The project highlights the attitude of Prada and the conceptual references of the collection, season after season.

This is the 16th edition of the Prada Real Fantasies.

CREDITS:
ART DIRECTION by AMO:
Ippolito Pestellini Laparelli,
Giacomo Ardesio
Giulio Margheri

PRODUCED by APRIL:
Executive Producer
Alessandro Farinella

DIRECTED by Matteo Frittelli

EDITED by Andrea Favia
ASSISTANT EDITOR by Maria Giovanna Monaco
VISUAL EFFECTS by Giulia Regalini

MUSIC by 3o –

CAMERA AND SUPPORT by Atlantis FIlm

For the PRADA 2012 FW Men show, AMO designed a set inspired by palaces of power and grand interiors.

Grand Interior – Void
FW Man 2012

The audience is distributed along the perimeter of the room.

The central void is occupied by a carpet of great extension, measuring 20X35m, assembled with pieces of moquette of different pile lengths and colored in red, white and black. Eleven geometric black flower shapes inspired by modernist rug designs are equally distributed over the red surface. The border of the carpet is defined by a rigid combination of black and white geometries.

Six monumental chandeliers realized with 300 neon tubes each brighten the central scene. Together with the carpet they evoke the grandeur of a palace.

The audience sits in the dark witnessing the spectacle of the show where men walk orderly through the vast interior as if following a secret script.