2009 November 6
The veritable style bible is teeming with visually arresting photos, comprehensive timelines, and ad campaigns from the past thirty years. The book painstakingly details the copius workmanship that accompanies every division and activity of the company. The weighty hardback opens with a forward by Prada and Bertelli. "Careful observation of and curiosity about the world, society, and culture are at the core of Prada’s creativity and modernity," they write. "This pursuit has pushed Prada beyond the physical limitations of boutiques and showrooms…and introduced a new way to create a natural, almost fashionless fashion."
A speech and presentation by Sebastian Suhl of Prada Group and Michael Rock, creative director of 2x4, unpacked this notion of "fashionless fashion," and explained the ultimate objective of this daunting project. "Brands are made by a series of restrictions and limitations," said Rock. "Prada does exactly the opposite--never restrictive. The label has always been about reinvention." "For three decades now the creativity has been boiling up," said Suhl. "But also, it’s important to recognize that this book does not celebrate the past--rather, it celebrates the future. If the brand has done all this in the past thirty years, then imagine what is to come."
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