PRADA Linea Rossa FW20
Prada’s Linea Rossa was launched in 1997 as a luxury sports line, at the time, appealing to a niche audience. With the demand for unique luxe streetwear and sportswear now at an all-time high, there was need for a timely reminder that the Italian label has always been ahead of the game. Drawing a parallel between Prada’s iconic red stripe and red subway lines around the world, we re-established Linea Rossa as the foremost label for urban dwelling.
In the first iteration of the campaign, we paired the iconic red stripe and London Underground’s Red Central Line, together with musician Willow Smith. The 18-year-old songstress showed up unannounced at the Tottenham Court tube station, taking up her guitar as a hustling street performer to belt out tunes for evening commuters.
Expanding upon the activation, the campaign unfolded through graphics, film, social, and OOH‚ showcasing the collection alongside and within the red subway line local to each city the campaign was launched in: New York, London, Paris, Shanghai, Tokyo and Moscow.
Credits
Creative Direction
Ferdinando Verderi Studio
Graphic Designer
Ben Ganz
Producer
Morgan Lazslo
Photographer
Nick Waplington
Stylist
Max Clark
Hair
Ryan Mitchell
Casting
Ashley Brokaw
Post Production
Graeme Hagan
Local Production (London)
North Six
Entertainer
Willow Smith
Cast
Jakob Zimny, Khadim Sock, Pan Haowen, Sasha Knysh