The COVID-19 pandemic and resulting lockdown of spring 2020 not only affected the machinations of the fashion system but posed questions about fashion’s purpose and place within a wider social context.
Thus, the Prada Fall/Winter 2020 campaign isn’t presented as imagery, but action—an online auction in collaboration with Sotheby’s. All proceeds will be donated to benefit the UNESCO educational projects and expand education for vulnerable populations across the globe.
The sale includes fashion items, one-of-a-kind garments, photographic prints, show invitations, and pieces drawn from the runway décor of the Prada Fall/Winter 2020 women’s and men’s fashion shows. The objects showcase the backstage process and onstage performance of the fashion shows, becoming talismans imbued with their memory, presented both as part of the environment and as precious artifacts.
What we create today becomes a memory for tomorrow, especially in fashion where clothes remind us of mood, emotion, and experience. They are in themselves tools of memory, objects of desire, and predictions of tomorrow. The Prada auction and campaign creates a memory that asserts usefulness and purpose in the present while aiding the future.