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Women's Fashion / In Pictures

Prada's Digital Visions

In Pictures is a still and moving image gallery for significant works, events and places

Prada with James Lima, Fallen Shadows, for Autumn/Winter 2008-9
Prada with James Lima, Fallen Shadows, for Autumn/Winter 2008-9

Prada has has a longstanding relationship with digital, aesthetically and strategically. For autumn/winter 2004, in the height of our digital explosion...

Prada’s spring/summer 2013 collection features digitally printed dandelions appliqued onto dresses, skirts and folding kimono jackets. The boldly stitched flowers grow upon duchesse dark satin, caught somewhere between a Harajuku girl and a 1960s silkscreen.

Prada has a longstanding relationship with digital, aesthetically and strategically. For autumn/winter 2004, in the height of our digital explosion, the Italian house featured computer-generated imagery reminiscent of a video game, lasered across skirts, jackets and shirting. Miuccia Prada saw a future dominated by technology and embraced it, hemline and sinker. Computer-generated prints on silk and padded nylon; neon clustered skirts worn with Baroque-inspired heels and eighteenth century shapes, balancing the marriage between old and new. The Prada Robot was launched, and has remained a firm ambassador for the brand.

For spring/summer 2008 Prada collaborated with director James Lima to create ‘Fallen Shadows’, employing the latest in digital technology to animate the illustrative art-nouveau fairies printed across the collection, alongside bright checks and stripes. The Prada girl is haunted and chased by her own shadow, as she travels on a digital journey through landscapes that reference the works of Dali, Duchamp and Buñuel.

"The Prada girl is haunted and chased by her own shadow, as she travels on a digital journey through landscapes that reference the works of Dali, Duchamp and Buñuel"

Spring/summer 2010 saw Prada took on the beach with their futurism-inspired collection of faded palm-trees and sun loungers on silk shorts and coat hemlines, while storm clouds lingered on shoulders.

Prada print has a playful innocence and never lets slip its grasp on femininity. “Fashion fosters clichés of beauty,” Miuccia Prada states, “but I want to tear them apart.”

An exploration of the impact of computer technology on fashion, Digital Visions for Fashion + Textiles: Made in Code, is out now, published by Thames & Hudson.

Text by Mhairi Graham

Mhairi Graham is fashion coordinator at AnOther Magazine and Another Man. A regular contributor to AnOthermag.com, she came runner-up in the 2011 Vogue Talent Contest.

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