Rooted in action, grounded in reality, the Prada Linea Rossa Fall/Winter 2023 campaign underscores the season – framing high performance clothes fundamentally shaped by winter sports within the dynamic dreamscapes of mountain panoramas.
Filmed and shot by Kris Lüdi in the valley of Engadin, Switzerland – and soundtracked by a poem in its Romansh language – the campaign collides distinct and diverse realities.
The traditional meets the contemporary, analogue juxtaposed with digital, and the actual mingles the imaginary. In the dreamscape of Engadin, contemporary snowboarding sits alongside skeleton bobsleigh and speed skating, drawn from a past yet recontextualized for now; classical music progresses to modern grime, sharp digital footages intercut with grained film. The past here can become the present – reinvigorated and rethought through the spirit of now.
These shifts and fusions epitomize the approach of Prada Linea Rossa – its ethos of metropolitan clothing, invented from the meeting-point of fashion and sport. A collision of different realities, new dreams.