Prada in recent years has been one to captivate its consumer with their technicality-driven product range. Originally launched in 1997, its sportswear-inspired Linea Rossa line took a back seat before the mega explosion of streetwear. Though incorporating similar styles in the form of nylon backpacks and bum bags along the way, the Italian fashion house soon realised that its trump card laid dormant in the Prada archives. To pick up from where they left off 20 years ago, the Linea Rossa collection makes a comeback. When the emblematic red line dashed across the Fall/ Winter 2018 runway, it left a huge statement on the brand’s push for progress in its sportif line amid the age of athleisure in fashion.

Relaunching Prada Linea

As one of the fashion houses respected for its mastery in technicality and creativity, the new line-up underlines the ethos of the Linea Rossa collection, drawing the genesis of the original collection but reinventing for now. Prada’s Linea Rossa line boasts a sophisticated level of technicality with nanotech materials to regulate body heat made in part graphite, part nylon – the thinnest membrane in the world to fend of abrasion. The neon bright collection remains unrestricted to gender, where each piece of clothing transforms when worn on both men and women – a nod to the unconventional spirit of Prada’s mainline.

In an exclusive statement to Business of Fashion, co-chief executive Patrizio Bertelli said “Linea Rossa’s identity is the perfect expression of several essential elements of the Prada DNA,” and while expressing Prada’s unconventional spirit in its Linear Rossa collection, he expressed that “We are confident that the disciplined execution of our straightforward strategy will unlock the full potential of our global retail network and will drive long sustainable growth.”

Prada Linea Rossa Take to New York City

As a more affordable line of the luxury house, the Linea Rossa collection is expected to drive volume for the brand given the right engagement. The first order of business for Prada is (of course) to host an event to mark the revival of its arm. Held on the 8th of September at the Broadway epicentre store in New York City, Prada dressed the space in their brand identity and the most iconic red stripe that cuts across the room.

A$AP Rocky, dylan Sprouse, Kanye West, Henry Golding, Katie Grand, Liv Low and more celebrities were in attendance celebrating the return of Linea Rossa – all dressed in Prada, no less.

View collection here: