PRADA’S DISCORD-TO-MILAN TOUR: Milan Fashion Week may be the most democratically accessible to date.
After Diesel announced it was opening up its September show to the public via an online registration process, Prada said Monday that the third Timecapsule NFT item, arriving on Thursday, will allow some customers to attend the luxury brand’s spring 2023 show. The show is scheduled until 22 September at 14.00 CET.
Debuting in 2019, Timecapsule is a monthly limited edition ready-to-wear product that is available exclusively on the brand’s e-commerce site for 24 hours. Each item comes with a serial number and is delivered in customized packaging.
Since June’s drop, the project has ventured into Web3, adding a gifted NFT component to each purchase. Buyers of previous drops, dating back to the very first launch in December 2019, will also receive NFTs.
The August release is a limited edition of 50 black cotton poplin shirts matching various archival prints ranging from the Jeanne Detallante-designed Frankenstein-inspired print from Fall 2019 to a floral brocade pattern enriched with Lurex threads, as well as vintage fabrics from the 1920s and 50s -the number. The house said the project builds on its commitment to circularity by using deadstock textiles.
Each of the customers who purchase the shirt will receive a free NFT and be automatically shortlisted for a chance to be flown to Milan and attend the Spring 2023 show, designed by creative directors Miuccia Prada and Raf Simons.
More details about the opportunity will be shared at a later date on “Prada Crypted”, the brand’s community-oriented space on the Discord social platform.
Following its first foray into NFTs with Adidas earlier this year, Prada continued its commitment to Web3, dropping its first solo NFT project in June focusing on its collaboration with artist and musician Cassius Hirst, who teamed up with the brand for Cass x Prada collection, reinterpretation of the America’s Cup sneaker style. Another NFT drop was attached to Juli’s Timecapsule shirt.
Prada Timecapsule NFTs leverage the technology of the Aura Blockchain Consortium, the collaboration formed last year when LVMH Moët Hennessy Louis Vuitton, Prada Group and Compagnie Financière Richemont joined forces to promote the use of a single blockchain solution open to all luxury brands worldwide. The effort was later joined by OTB Group and Mercedes-Benz.