Milan – At Prada’s autumn/winter 2013 menswear show the normal catwalk layout was inverted, with the audience seated in a central island while models walked across an outer ring fitted with home furnishings.
The set and furniture were designed by Rem Koolhaas’s OMA architectural practice and its counterpart research studio, AMO, which works in the fields of media, politics and fashion. The geometric furniture at the show was the product of a collaboration between OMA and furniture brand Knoll.
Overall, the set created the impression of an ideal domestic world for the Prada collection, grounding it in everyday life. Models were described as ‘characters’ and even photographed sitting down reading and in other domestic scenes.
The presentation is a great example of brands working together to create a more compelling narrative, in this case combining fashion, architecture and interior design. Read our Symbiotic Branding macrotrend for more.