Retail in Asia

In Trends

Comeback for Prada’s Linea Rossa

Italian fashion brand Prada has relaunched its iconic Linea Rossa sportswear collection into the luxury market, some twenty years after it folded.

SEE ALSO: How high-end brands leverage Chinese social media during Fashion Week

First launching in 1997, the debut of the new Linea Rossa line took place last week, forming part of the fashion activity at New York Fashion Week for spring/summer 2019.

Known for its super technical, ultra-functional and progressive fashion, the fresh-faced Linea Rossa showcased a 90s- inspired collection. The line was designed using cutting-edge methodology and a close focus on technical detailing.

Although there is no word on exactly what to expect from the return of Prada Linea Rossa, the first looks revealed monochromatic garments accented by the iconic red Rossa tag; fluorescent bucket hats, nylon oversized vests, and spandex trousers, as well as sunglasses in stark white and black geometric frames with mirrored lenses.

To mark the launch, Prada Linea Rossa hosted a celeb- packed party in New York, with a guest list that included Henry Golding, A$AP Rocky, Adriana Lima, Zara Martin, Sara
Sampaio, Ansel Elgort and Negin Mirsalehi.

SEE ALSO: Vans launches wearable art collection

An official campaign has also been created consisting of a series of videos produced under the creative supervision of New York agency Michael Rock/2×4 New York. Each film has been directed by Arisu Kashiwagi and with Lotta Volkova in charge of styling.

Finally, a Linea Rossa collection tour is slated for Asia in September.

The line will come to Hong Kong on September 12, before arriving September 13 in Shanghai at the Prada Rong Zhai cultural venue (where a pop-up store will open from September 15 to 29) and on September 14 in Tokyo, at the Prada store in the Aoyama district.