Through a campaign shot by Kris Lüdi we embark on an adventure rooted in action and anchored in reality where winter sports set the pace.
Tradition and contemporaneity meet in the Engadine Valley, an iconic location where the new Prada Linea Rossa performance garments are unveiled. The art of snowboarding is juxtaposed with skeleton and speed skating, classical music gives way to electronic music and digital images alternate with analogue codes. The past becomes an invigorated and reimagined present in which fashion and sport coexist.
The garments are designed for the changing realities that surround us through technical, waterproof and resistant fabrics, thermosealed seams, anatomical pique knitted fabrics and handmade details that highlight the artisan tradition of the Italian house. The regenerated Re-Nylon is designed to be infinitely recyclable and the exclusive Prada Extreme-Tex in two weights offers anti-static, anti-bacterial and thermo-regulating properties. Australian merino wool is certified by Woolmark as pure virgin wool, free of metals and chlorine, renewable and biodegradable.
The iconic America’s Cup sneakers are reinterpreted this season in new materials and colours and come in both lace-up and double strap versions. The ergonomic helmet, ideal for high-performance sports, incorporates the MBS (Modular Birm System) technology which guarantees a perfect integration with the glasses.
Find out more at prada.com
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