Prada Gets Crafty


As couture fashion week ends, the arrival of Fall campaigns begins. This year, however, designers are getting increasingly creative when it comes to their marketing strategies for their new collections. For Prada, their Fall 2020 campaign was a collaborative effort with international auctioneer company, Sotheby's.

Their team campaign was created in response to the pandemics financial turmoil globally, as an actual fundraiser auction will take place on October 2nd. Items from Prada’s newest collection, as well as props, invitations, and exclusive photos will be auctioned off. A percentage of the proceeds will go toward UNESCO, which benefits educational opportunities for students in vulnerable populations across the world.

The campaign, titled, “Tools of Change” is inspired by the idea to initiate positive change, the brand stated. ““Fashion has a duty not only to reflect its times, but to help shape them,” the statement read.

Not many brands have had such charitable focuses with their campaigns, which make’s Prada’s truly stand out from the competition. With the challenge of creating a stand-out campaign during the pandemic, brands are forced to truly think out-of-the-box.

The advertisements feature 30 models backstage at the Fall 20 show back in February, as well as some of the items that will be auctioned off. Some of the notable pieces include a fringe jacket, worn by supermodel Gigi Hadid, a painted wood centerpiece, and more.

Being able to access statement pieces from the show, as well as benefiting a charitable donation is reminiscent of the state of the fashion industry. The press release discusses this idea further by stating that the auction and campaign “creates a memory of a precise moment not only within fashion, but in history – a memory that asserts usefulness and purpose in the present. A memory that can give back, to help the future."

By Staci Soslowitz