Prada has begun a collaboration with the artist Cassius Hirst, Damien Hirst’s son, who has created his own radical and personal interpretation of the America’s Cup sneakers. The customised collection of 3,000 unique pairs is available to buy in select Prada stores and at prada.com. There are four different models in 22 colour variants – ATT4CK, D3CAY, SUST4IN and REL3ASE – which take their names from the world of music, describing the ‘envelope’, or life, of a sound and the stages of its evolution. Each model’s title reflects both its appearance and the sensation it provokes: ATT4CK, in fluorescent colours, has angular, shaped heels; D3CAY displays worn, torn and intentionally faded leather; SUSTAIN showcases strong, solid colours with embossed, white-painted details; while REL3ASE has a fluorescent spray-painted finish. The collection is presented using both fixed and moving image, with music created especially for the occasion and personalised masks displayed alongside the sneakers, making each character simultaneously anonymous and unique.
Director: Axel Morin
Photographer: Jonathan Baron
Music: Cassius Hirst
Creative direction: Frosty