“Sotto i flash dei fotografi, oltre a modelle, designer e celeb, ci sono giornalisti, buyer e fashionisti da tutto il mondo, impegnati a correre da una sfilata all’altra, senza mai trascurare l’outfit. Tutti sanno infatti che tra la folla si aggirano i cacciatori di look, ovvero i fotografi di street style pronti a scattare i capi, gli accessori e i beauty look più originali e interessanti. A rompere la tinta monocorde del cielo milanese, avvistati colori brillanti, accessori multicolore, dettagli glitter, total look animalier, bomber di paillettes, ecopellicce fluo”.
The Prada Fall/Winter 2018 Womenswear show takes place in the nearly finished tower, the building which marks the completion of the OMA-designed Fondazione Prada complex in Milan. A new architectural landmark, the tower offers a unique view on the skyline of the city.
The set by AMO consists of a simple geometric layout with tribunes oriented north towards central Milan, establishing a sophisticated spectacle and dialogue between fashion, architecture and the city. The sharp volumes of the show spaces are accentuated by a black resin finish that magically shimmers in the light and mimics the nocturnal panorama outside.
Besides shaping the interior spaces, AMO worked on a delicate design for the view from the tower as well. The outlook onto the Scalo di Porta Romana and the city beyond is enriched with striking PRADA neon signs enhancing the post-industrial character of the area. The physical manifestation of the event in the customized cityscape reaffirms the relationship between Prada and the city of its origin.
Presenting looks from the Gucci Fall Winter 2018 fashion show by Alessandro Michele. Inspired by ‘Cyborg Manifesto’ by D.J. Haraway, the collection featured gowns draped with crystals, initials of Major League baseball teams on tailored pieces and roaring tiger head brooches and accessory hardware inspired by a vintage jewelry piece by Hattie Carnegie. Visual and special effects creative factory Makinarium created replica heads of the models who carried them, and a lifelike baby dragon and chameleon. Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc.