In these times of pandemic and social distancing, technological tools have tried to address the restrictions imposed on in-person activities through digital alternatives that can help prevent our lives from stagnating altogether. In a locked-down Milan that has in bewilderment seen its Salone del Mobile and its opera galas in La Scala suspended, the quintessentially Milanese fashion house Prada has refused to cancel another event that historically marks the city’s calendar, deciding to transfer it to the virtual world. For Men’s Fashion Week 2021, the luxury brand has presented its new menswear collection in concatenated scenes that have later been simulated three-dimensionally in a virtual visit. Models parade online, dressed in the clothing designs.

Four rooms of different shapes are rendered with a variety of finishes, alternating polished, marble-like surfaces with tapestry-like ones of contrasting textures and colors, pursuing the idea of combining a diversity of fabrics, as in the garments themselves. All this to create an abstract backdrop that has the effect of drawing attention to the collection, but also a Loosian atmosphere, sumptuous and seductive, that does much to generate a haptic, albeit only on-screen, experience... [+]