OMA make a Prada movie
Well, the architecture firm's design studio do, placing the brand's 2016 collection in a colourful, kinetic setting
The look book is a perfunctory bit of fashion-house publishing. Most brands print a collection of photographic images showing models in its new collection, to give potential buyers some idea of how he or she might look, once wearing the garments.
In recent years, plenty of fashion houses have updated the process, issuing look books on USB sticks, or employing bloggers to style a new collection.
Architecture firm OMA's research and design studio, AMO has, for the past few seasons, produced a short film in place of Prada’s conventional look book. Their new, two and a half minute clip for Prada, entitled Real Fantasies, places real models in a near-abstract setting, which morphs from a sleek apartment to a highway to a train station, all while showcasing the muted, geometric new spring/summer 2016 Prada collection for men and women.
The mocked-up environments look quite a lot like OMA architectural projects, while the clothes display that delicate alloy of futuristic innovation and nostalgic reference points which many of us will assocaite with Prada. While the film is unlikely to win the Palme d'Or or the Pritzker Prize anytime soon, it remains a beautiful extension of both the brand and the architect’s on-going relationship with this Italian fashion house, which has seen his firm complete the Fondazione Prada's permanent home in Milan last summer.
Watch the film, in full, above; for greater insight into the ways of the fashion world, order The Fashion Book, here; and for more unusual architectural developments, consider our architecture books, here.