Global – The luxury fashion house has released a new campaign that honors the brand’s heritage whilst embracing a technological future. Entitled Nylon Farm, the series of short films made their premiere on Instagram and a dedicated microsite.
Inspired by the signature fabric of Prada, the first chapter of the series introduces the futuristic farm with the flocks of ‘nylon’ sheep, where the brand supposed sources their material. The story unfolds over the following three episodes, which will later be released across the brand’s social media platforms in early June.
Nylon has become a signature material in Prada designs since Miuccia Prada began using it in the 1980s, sourcing the material from factories that were using them for military parachutes. The films, which were shot on location at company’s industrial headquarters in Valvigna, Tuscany references the brand’s design past but also its constant textile innovation. In line with Anti-Authenticity Marketing, the series demonstrates the fine balancing act between celebrating heritage whilst not being beholden to it.