Prada presented its “Optimism Rhythm” SS20 Men’s collection last night in Shanghai.
For Prada’s 2020 Spring/Summer Menswear show, AMO devised a light installation underscoring the industrial monumentality and rawness of the Silo Hall of Minsheng Wharf. The labyrinthine chamber was made even more impressive by a linear catwalk slicing through the space. Guests were arranged in the central nave of the building in an amphitheatre of circular seats that dramatically mirror the shape of the silos above.
The spectacle was punctuated by an arrangement of neon lights scattered throughout the hall, with models walking along a path expanding as far as the eye can see, almost disappearing in the mesmerising light.
The collection itself was another masterpiece from the brand’s creative helm Miuccia Prada, who designed a range that took the aesthetics of youth and remodelled it with modernity in mind. Classical items such as shirts were adorned with pouches and pockets, while this year’s sandal trend was taken to new levels with the brand’s signature red and black colorway providing some of the most classy variations on the theme. The collection was characteristically colourful too, with tops and shirts cut with primary blocks juxtaposing against other pieces in khaki and earthy browns. Very much in an ’80s style, graphic imagery of outdated tech such as video cameras and cassette tapes were sewn or printed onto various items.
The whole event took place in Shanghai’s Minsheng Wharf, in an 80,000-ton silo warehouse that acts as a powerful reminder of industrial heritage, an unintentional monument. Mindful of its history, at intervals, the installation of the 2020 Spring/Summer Prada Men’s show and events is disrupted by reminders of roughness and industry, embedded in the fabric of the building. These retain the original character of the building, the echoes of a past.
After the show, the guests were invited to the 7th floor of the Silo, where an exclusive dinner was held, with several music acts including Ben UFO and Dana Leong.