rem koolhaas + AMO take the prada SS22 menswear show to the sardinian beaches

Jun 23, 2021

following the much-awaited debut of miuccia prada and raf simmons as co-creative directors of prada, the italian fashion house presented its SS22 menswear collection with a show by OMA/AMO. the catwalk imagined a summer escape which concluded in a space where nature and artifact interact. presented in video format and filmed in milan at the fondazione prada’s deposito and in sardinia, italy, the catwalk saw the models walk down a meandering red tunnel and brought into a new, yet familiar, environment.

for prada’s SS22 menswear collection, AMO placed red objects in the pristine landscape. lying in the sand among granite boulders, or floating on the clear sea, the striking objects created a surreal encounter with nature and its seaside infrastructure.

‘in appreciation of and thanks to the sardinian community, prada supports the medsea foundation in its project to restore marine ecosystems with the reforestation of posidonia oceanica meadows in the marine protected area of ‘capo carbonara’,’ comments the official release. ‘posidonia oceanica is a marine plant endemic to the mediterranean sea, providing an important habitat for marine species and playing a crucial role in absorbing CO2 to help mitigate climate change.’

project info:

name: prada spring summer 2022 menswear collection

fashion show design: OMA/AMO