OMA . photos: © Agostino Osio
The set design for Prada’s Spring/Summer 2025 menswear show is inspired by the idea of primordial simplicity. A humble hut, the sort of hut you find in fairy tales, stands three meters high above the floor as if on an imaginary hill. From the hut, models emerge in a seemingly unending procession, like in a surrealist film of avant-garde cinema.
They descend a sinuous path bordered by picket fences, which further weaves into the audience, bringing models and spectators in close proximity.
A ten-meter-tall concrete wall frames the set and obscures any reference to the outside world. The hut’s white, glossy appearance is deliberately at odds with its rustic detailing, introducing tension between two ostensibly non-antagonistic concepts: purism and authenticity.
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