Prada will host simultaneous runway shows at Milan and Shanghai

low angle photography of brown concrete building under gray clouds during daytime

There are two catwalk presentations. Why have one if you can have more? Prada will host dual runway presentations during Milan Fashion Week. Instead of broadcasting only one show, it will livestream both in Shanghai and Milan.

low angle photography of brown concrete building under gray clouds during daytime

Prada’s Spring Summer 2022 collection will be live streamed by Raf Simons and Miuccia Prada, co-creators.

The format is called “Synchronic views” and combines the digital and physical experience. Both shows will feature exactly the same collection, presented on different models and in complimentary sets. Each audience will be able to see the other through video screens, since the show is simultaneously broadcast on different continents.

purple and white lighted building during nighttime

WWD states that the event will celebrate the “unique experience of the catwalk and the power of technology in breaking down borders and uniting.” It will be a celebration of fashion, sharing and will be broadcast live on Viewers will also have access to a live montage which will include moments from both shows. Prada’s last live presentation was the womenswear presentation for Autumn Winter 2020-21.

Prada’s dual show is hot after Moncler announced a new .Mondogenius experience. The brand will unveil a digital experience in five cities during Milan Fashion Week on 25 September, featuring the participation of musician Alicia Keys.

China is Prada’s key market

Oriental Pearl Tower, Shanghai China

For European and Chinese tourists, travel embargoes are still in effect. China is Prada’s largest market. Prada reported an increase in sales, with revenue increasing by 66 percent to 1.5 million euros in July. This was more than forecasts. With mainland China growing 77 percent, sales in Asia returned to pre-pandemic levels.

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