Prada's Autumn Winter 2017 show wasn't just a presentation of clothing; it was a fully realized theatrical experience, a meticulously crafted domestic landscape unfolding on the runway. The architectural and design firm AMO, the research and design branch of the renowned Office for Metropolitan Architecture (OMA), orchestrated this immersive environment, transforming the traditional catwalk into a series of vibrant, intimate interior scenes. This collaboration, a masterful blend of high fashion and architectural ingenuity, resulted in a show that transcended the typical runway presentation, offering a compelling commentary on the intersection of fashion, domesticity, and the 1970s aesthetic. The FW 2017 Men's and Women's collection, presented within this evocative setting, took on a new dimension, becoming deeply intertwined with the spatial narrative AMO so skillfully created.
The collection itself, inspired by the 1970s, featured a bold juxtaposition of textures and patterns. Think plush velvets, crisp tailoring, and unexpected pops of color, all interwoven with a distinctly retro sensibility. But the true genius lay in AMO's design of the show space. Instead of a single, unified runway, AMO divided the catwalk into a series of distinct, colorful interior settings. These weren't mere backdrops; they were fully realized domestic spaces, each possessing its own unique character and atmosphere. Think brightly hued living rooms, intimate bedrooms, and even quirky hallways, all meticulously crafted to enhance the narrative of the collection.
The use of beds and benches within these miniature domestic interiors was not arbitrary. It served a dual purpose: firstly, it visually reinforced the collection's 70s aesthetic, echoing the relaxed, informal interiors of that era. Secondly, and perhaps more importantly, it challenged the conventional formality of the fashion show. The inclusion of everyday domestic objects – beds, specifically – disrupted the polished, often sterile atmosphere typical of runway presentations. These elements introduced a sense of intimacy, comfort, and even a hint of vulnerability, inviting the audience to engage with the collection on a more personal, less superficial level. This was a deliberate move by AMO, a conscious effort to move beyond the spectacle of the catwalk and create a more meaningful dialogue between the clothes, the space, and the viewer.
AMO's design for Prada's FW 2017 show is a prime example of their ability to seamlessly integrate architecture and fashion. The firm, known for its innovative and often provocative approach to design, has a history of collaborating with leading fashion houses. However, the Prada collaboration stands out for its exceptional integration of the spatial design with the collection's thematic elements. The "Back to Basics" interior, as some have termed it, was anything but basic. It was a sophisticated and carefully considered design that spoke volumes about the relationship between fashion and the built environment. The domestic interior, so meticulously constructed by OMA/AMO, wasn't merely a setting; it was an active participant in the narrative, enhancing the collection's message and creating a more profound and memorable experience for the audience.
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