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Prada ‘Work in Progress’

For the launch of its new men's fragrance, Infusion d'Homme, Prada announced a special project which consisted of the production of several short experimental films providing an alternative method and channel for perfume advertising.

Convinced of the need to combine creative experiences by working with pioneering architects, artists, designers, and graphic arts studios, and strongly committed to renewing fashion, its images, advertising and, above all, implications, Prada aimed to distances itself from traditional perfume advertising to obtain more coherent results.

”This cultural project overturns traditional thought and breaks away from the usual easy approach to follow a new experimental path. It prompts and encourages a specific thought process in the viewer that elicits absolutely personal sensations,” says the fashion house.

Prada contacted nine young directors from the most important international production houses and asked them to produce short films.

They were given complete creative freedom and were asked to express in images what the perfume Infusion d'Homme triggered in their imagination. The only restriction was the result: it had to be a short story with visionary content, not a commercial.

The nine films produced were shown at the end of the 2009 Spring/Summer Prada Uomo show.

All films can be seen on the prada.com website.

AJR
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