Prada is introducing a timely series of releases as part of the Time Capsule program. 50 items only are available for 24 hours, on the new Prada e-commerce platform.
Making its debut in December 2019, this new e-commerce section offers an exclusive product for men and women in limited edition, only on the website, once a month, usually the first Thursday of each month, so far available in Europe only (Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Monaco, The Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom).
The Prada Timecapsule section is identified by an hourglass logo, designed by OMA, an international practice operating within the traditional boundaries of architecture and urbanism founded by architect Rem Koolhaas.
The chosen item for the first series of drops is the classic Hawaiian style boxy shirt, one of Prada’s wardrobe essentials, presented as unisex in an original printed version. The print’s motif theme will be linked to the relative month of launch.
First drop, which debuted on December 5 2019, saw an original print linked to December: a reinterpretation of a Christmas wishes postcard from the Fifties. Second one, scheduled Jan 2, 2020, will have a print dedicated to January and will portray an imaginary vacation blending the sea and the mountains while creating a poetic and only apparently paradoxical scene.
Next one will be Feb. 6 !