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A BID TO MAKE THE WORLD A BETTER PLACE: Prada & Sotheby's "Tools of Memory" Campaign
Text by Kee | Photos courtesy of Prada
21.07.2020
Prada's fall 2020 campaign is part-auction catalogue, featuring some props an garments from the womenswear and menswear fall 2020 runway shows which will go under the hammer from October 2
Prada's fall 2020 campaign is part-auction catalogue, featuring some props an garments from the womenswear and menswear fall 2020 runway shows which will go under the hammer from October 2
Prada's fall 2020 campaign is part-auction catalogue, featuring some props an garments from the womenswear and menswear fall 2020 runway shows which will go under the hammer from October 2
Prada's fall 2020 campaign is part-auction catalogue, featuring some props an garments from the womenswear and menswear fall 2020 runway shows which will go under the hammer from October 2
Prada's fall 2020 campaign is part-auction catalogue, featuring some props an garments from the womenswear and menswear fall 2020 runway shows which will go under the hammer from October 2
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Just when you thought you’ve seen everything, Prada’s flipping the script again. This time around, it is doing so via its fall 2020 campaign, titled Tools of Memory, introducing an unconventional format that is part fashion marketing and part auction. Partnering with storied auction house Sotheby’s, Prada’s intention is to highlight an October 2 online auction that will see its fall-winter 2020 menswear and womenswear collection go under the hammer. But the lots aren’t just garments you can buy in the store; instead Miuccia Prada has given the greenlight for the runway show props and one-of-a-kind creations for the aforementioned seasonal shows to find new owners. This includes show invitations as well as photographic prints. The purpose of this auction is to help buff up the funding for UNESCO’s future educational projects. Look out for the full online catalogue that will be dropping soon.

www.prada.com
www.sothebys.com

 

 
 
 
 
 
 
 
 
 
 
 
 
 

The #PradaFW20 campaign is proposed not as inert imagery, but as an action - an online #auction in collaboration with @Sothebys, staged in #Fall20.†Proceeds generated will be donated to benefit @UNESCO educational projects, expanding inclusion in education for vulnerable populations across the globe. The #auction artifacts are drawn from the universes of the Prada Fall/Winter 2020 men’s and women’s shows: fashion items, alongside photographic prints, show invitations, pieces drawn from the runway décor.†Discover a small number of items from the auction for the first time via link in bio.†-†Details of further items will be released over the coming months, before the full auction catalogue is published online in time for the launch of the auction on #October2, 2020.†-†Backstage Photographers: @Arnold_Daniel, @GigiHadid, #PhilMeech, @KevinTachman†Creative director & film: @FerdinandoVerderi†-†#PradaToolsOfMemory†#PradaSothebys

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