Prada Is Relaunching Linea Rossa For The Next Generation
In the late 90s, Prada dominated. Not with its runway collection but with its much more casual (and affordable) line: Linea Rossa. Otherwise known as Prada Sport, the diffusion line featured technically-driven designs that were each recognizable by a bold red stripe.
It’s unclear exactly what happened but in the mid-2000s, Linea Rossa began to fade into nothingness, relegated to the label on a still existent eyewear collection. Now, Miuccia Prada has decided to relive the past and bring Linea Rossa back to where it belongs.
Back in February, she showed a series of neon puffer jackets on the FW18 womenswear and menswear runways. Designed in shades of hot pink and slime green, the coats caused a stir thanks to that unmissable flash of red.
Fans may have waited months but you can now buy the outerwear (which also comes in standard black) along with matching bucket hats and eyewear that can only be described as both retro and futuristic.
Prada’s Linea Rossa reignition has been announced with a new digital campaign styled by Demna Gvasalia’s right hand woman, Lotta Volkova. Referencing the performance capabilities of each design, the short film and resulting images see models facing the elements while wearing a mixture of windbreakers, puffers and sleeveless coats.
Each garment is designed to be unisex and is crafted from what Prada is calling nanotech fabrics that can resist any weather and regulate body temperature. These include the likes of padding made of recycled polyester and graphene, water-resistant Goretex and nylon with the world’s thinnest membrane. A pretty impressive line-up that’ll definitely spark a conversation if nothing else.
Prices are still under wraps but expect them to be less than Prada’s traditional offerings.
Prada Linea Rossa will be available in Prada boutiques, department stores and online this month. A list of specific store dates can be found here.