If snagging a merch from a hyped-up launch is your idea of getting a retail high, then the upcoming Prada auction on Oct 2 will take you straight to fashion heaven. The event is part of the Italian fashion house’s Fall/Winter 2020 advertising campaign ‘Tools of Memory’ which sees it teaming up with Sotheby’s.
The online bidding of memorabilia (read: instant collector’s items) will span the ready-to-wear pieces worn by models on the runway, photographic prints of backstage scenes, show invites, and set decor from both the Fall/Winter 2020 women’s and men’s shows. The live event will take place on sothebys.com/prada and bidding will start from 9pm Milan time (3am Singapore time).
To accompany this inaugural event, the print campaign has been designed to resemble a sale catalogue, detailing each of the items that will go under the hammer. The auction is Prada’s conceptual answer to what a fashion campaign in 2020 ought to be – meaningful and reflective of the times we’re living in. All proceeds from the sale of the lots will go towards funding the educational projects by Unesco whose objective is to build peace through international cooperation in education, the sciences and culture.
A first look at the items up for bidding on the Sotheby’s website reveals bound-to-be iconic designs like the dove grey organza dress from Look 22 that was worn by Gigi Hadid, the floral silk pyjamas from Look 59 that Freja Beha Erichsen donned, as well as the gigantic 3.7m-high wooden sculpture designed by frequent Miuccia Prada collaborator AMO/Rem Koolhaas.
Based on the campaign video above, expect items like the vanity bracelets in Saffiano leather and vinyls of the soundtrack for the shows by sound producer Frederic Sanchez to be revealed over the coming months on prada.com/auction – so do check in regularly for updates.