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Prada shares digital art to draw eyes to collectionBy Tricia Carr
Prada is creating a sense of mystery surrounding its latest campaign that features products from its spring/summer 2012 collections in digital drawings and animations that the Italian fashion label is sharing on a microsite and social media.
The label released a microsite yesterday for the Prada Parallel Universes campaign that presents digital animations by graphic designer and artist Vahram Muratyan that contain drawings of Prada’s spring/summer men’s and women’s accessories such as handbags, shoes and glasses. Teaser images were released via Facebook beginning April 24 with a vague explanation, which seems to be a tactic to create interest for Prada’s design inspiration.
“These designs allow consumers’ imaginations to take over to envision the products and line,” said Rachel Lewis, Fort Worth, TX-based senior marketing strategist at iProspect. “This creates anticipation as consumers wait for the actual products to make their debut.
“The use of Vahram Muratyan’s work creates a memorable image in the mind of the consumer, thereby setting it apart from other luxury brands,” she said.
“In a sea of glossy, glamorous images, this campaign stands out and creates a unique feel for Prada.”
Ms. Lewis is not affiliated with Prada, but agreed to comment as an industry expert.
Prada could not be reached before press deadline.
A Parisian at Prada
Prada began teasing the digital drawings via its Facebook account where it announced the Prada Parallel Universes campaign.
Prada Facebook page
These images are in the same style that artist Mr. Muratyan used in his popular graphic book called “Paris versus New York.”
One of the images features a faceless woman with long brown hair wearing Prada’s Dixie sunglasses.
Another shows a pair of Teddy sunglasses with small person golfing on the top rim.
Parallel Universes image
“By unveiling the initiative to brand enthusiasts and loyalists [via Facebook] first, Prada may gain a better understanding of how the campaign will be received when launched broadly,” Ms. Lewis said. “This gives them the opportunity to make adjustments to content or messaging before pushing the initiative to other channels.”
Prada released a microsite yesterday to present the images as digital animations at http://www.prada.com/en/parallel-universes/cards/1.
Prada Parallel Universes Web site
Consumers can reach the site via the Prada Web site or the label’s Facebook page.
Prada explained the images with ambiguous text on the microsite that said, “The creative path imaged by graphic designer and artist Vahram Muratyan is a virtual road paved with Prada 2012 spring/summer men’s and women’s accessories, which highlights through rapid and intuitive movements two parallel universes that meet under the auspices of Prada style.”
There are a total of 11 animated images on the microsite.
For example, the first image shows a woman wearing Prada Dixie Sunglasses. It appears that she is driving a car, but she is actually holding the handle of a Pyramide bag.
Prada is also presenting actual photos of a pair of shoes from its Real Fantasies collection on the microsite.
Real Fantasies shoes
The microsite is optimized for mobile use, per the label.
Meanwhile, Prada announced that the Parallel Universes images would soon be wearable.
The drawings will be used to create T-shirt collection that will be sold at Prada flagship stores, according to a report from Women’s Wear Daily.
“Fashion, like art, is a form of self-expression and by using art as a medium to promote the collection, Prada is reinforcing this idea,” Ms. Lewis said. “The inspirational aspects appeal to our creative sides and connects consumers with Prada’s individualistic and self-expressive traits.”
Story of art
It seems that Prada is moving into the abstract with this campaign. It is an interesting decision that seems to be catering a group of affluent consumers who are familiar with the art world.
The microsite offers little explanation to the intentions of the campaign.
Other luxury brands are using microsites to draw attention to unique campaigns.
For example, French fashion empire Hermès created a microsite called Hearts and Crafts that showcases the detailed craftsmanship and quality of its products through inside glimpses into the making of its branded products (see story).
In addition, French fashion label Chanel continued multichannel efforts for its Little Black Jacket campaign with the installation of an e-exhibition of 113 black-and-white photos to hype a new photo book (see story).
“Campaigns of this nature are a great way for a luxury brand to differentiate itself among its competitors,” Ms. Lewis said.
“The most important thing for brands to keep in mind is that design campaigns must still hold onto the brand’s core identity as not to alienate loyalists, but instead create a renewed interest,” she said.
Tricia Carr, editorial assistant on Luxury Daily, New York
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