Prada x Sotheby’s, Fall/Winter 2020 Campaign

prada fall winter 2020 sotheby's auction

As we now know without certain, 2020 is a year of change. Personally and professionally, across all industries, COVID-19 has impacted each and every one of us. The fashion industry has been rocked and surely will never return to pre-COVID form. From digital runway shows to off-season launches, fashion brands have adapted to the current world in numerous innovative ways. One such example is the recent collaboration between the Italian fashion label Prada and the auction house Sotheby’s. In lieu of a traditional advertising campaign, Prada decided to have an auction for their Fall/Winter 2020 season.


Prada x Sotheby’s, “Tools of Memory”


Set to take place from October 2-15, 2020, Prada x Sotheby’s “Tools of Memory” will celebrate the importance of design across art and fashion through an online auction. In addition, “Tools of Memory” will honor, Miuccia Prada’s unique position within the house of Prada. And how she redefined the world of fashion through design, art, architecture, and how we understand luxury today.

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In collaboration with @Sothebys and benefiting @UNESCO, items from the Fall/Winter 2020 men’s and women’s collections—as well as unique ephemera from the actual show, artifacts reflective of the runway décor, and prints of backstage photos taken by @arnold_daniel, @gigihadid, @kevintachman, and more—will be up for bid on #october2, 2020.⠀ Discover a small number of items from the #auction for the first time via link in bio.⠀ -⠀ Details of further items will be released over the coming months, before the full auction catalogue is published online in time for the launch of the auction on #October2, 2020.⠀ -⠀ Campaign Creative director: @FerdinandoVerderi⠀ -⠀ #PradaToolsOfMemory⠀ #PradaSothebys⠀

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Instagram post from Prada announcing the campaign

The auction will feature a selection of Prada garments, props, print photographs, show invitations, and other one-of-a-kind treasures from Prada’s Fall/Winter 2020 Men’s and Women’s runway shows.

The brands teased some lot listings online recently, however, the full auction catalog won’t be out until September.

prada fall winter 2020 sotheby's online auction

Proceeds from the event will benefit UNESCO educational programs.

Check out other unique initiatives by Prada and other luxury brands in our article on digital initiatives to know by luxury brands!

Tell us your favorite luxury brand initiative in the comments section below.


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