Prada initiates its third drop of the summer and this time combines physical product, NFT and exclusive invitation to its next brand event.
A three-part Prada drop.
In 2019, Prada established the principle of meetings with its community by launching, on the first Thursday of each month, a Timecapsulenamely a product designed in limited edition and available only for a period of 24 hours.
Riding on both FOMO – the Fear of Missing Out, namely the fear of missing out on a product or information – and on the growing enthusiasm for initiatives relating to Web3, the label announced at the start of the summer that it would now link its Timecapsules to NFT creations. After presenting a first shirt in June, then a second in July on the theme of eco-responsibility, Prada is once again betting on this product for this third drop, again with sustainable accents. announced for Thursday, August 4 in a production limited to 50 copies, this new shirt has the particularity of having been designed from fabrics taken from the house’s archives, dating in particular from the 20s and 50s.
This piece of history, that of Prada’s textile heritage, also wants to find its place in a contemporary universe oscillating between digital and physical experience. In addition to the NFT version of the product, one of the holders of a June, July or August Timecapsule will also benefit from “a complete stay in Milan including an exclusive invitation to the fashion show of the house to be held in September“promises Prada.
It is also an opportunity to encourage brand aficionados to discover the details of this operation on the server. Prada Encrypted Community launched on the Discord social network a few weeks ago and where the house currently has nearly 6,000 members. While the brand has previously shared its latest campaigns, playlists and quizzes there, today it presents this invitation to the show as “a sign of new things to come“for this new community…