Prada – SS18 Menswear Show

Studio: 2x4
Art direction & design:
Eline Mul and Donnie Luu
Creative direction: Sung Joong Kim
Partner: Michael Rock

Prada’s runway shows express themes through a dialogue between fashion and the built environment.

For the SS/2018 Prada Menswear Show we created a total, immersive environment. Illustrated panels adorned interior and exterior wall space, while floor illustration and edge detailing worked to blur the distinction between the graphic and built environment.

Following the logic of comic strips and graphic novels, fragments of incomplete narratives cover all visible surfaces, the black-edged architectural features providing the infrastructure for the storytelling. Even the guests are drawn into the narrative, embedded in sunken frames, as models parade on an illustrated surface weaving between the spectator boxes.

In addition to animating the showspace, the comics inspired the overall styling of the show, appearing on items and accessories across the collection.

The show was broadcast live on and Instagram, injecting its story into countless far-flung lives through ubiquitous digital frames: a story in a story in a story.