AMO "highlights the attitude of Prada" with graphical campaign video

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OMA's sister studio AMO has created a short film to present fashion house Prada's Spring Summer 2016 collection, using graphics that look like architectural renderings (+ movie).

AMO's promotional video for Prada SS 2016 range Real Fantasies

The research arm of Rem Koolhaas' architecture firm reinterpreted the Indefinite Hangar set design it created for Prada's SS16 catwalk show for the two-and-a-half-minute clip.

Prada S/S 2016 collection Real Fantasies video by AMO studio

The use of block colours, expanses of white and seemingly floating people creates a cartoon-like effect similar to some of OMA's concept visualisations for its architecture projects.

Prada S/S 2016 collection Real Fantasies video by AMO studio

The studio has a longstanding relationship with Miuccia Prada's brand, and AMO has collaborated on its lookbooks since Spring Summer 2007.

Prada S/S 2016 collection Real Fantasies video by AMO studio

For Spring Summer 2012, AMO turned the imagery into a short movie and has continued this Real Fantasies series each season.



"The project highlights the attitude of Prada and the conceptual references of the collection, season after season," said the studio.

Prada S/S 2016 collection Real Fantasies video by AMO studio

The latest video sets models wearing the collection in a three-dimensional blank space, populated with objects and furniture.

Prada S/S 2016 collection Real Fantasies video by AMO studio

"Characters move through a neutral scene between the undefined and distilled fragments of daily life," AMO said. "The horizon and scale constantly shifts, manipulating the frame and disrupting a linear sequence: an artificial landscape where fiction and collection collide."

Prada S/S 2016 collection Real Fantasies video by AMO studio

Throughout the clip, blocks of colour gradually blend through a gradient from blue-green to orange, forming the effect of a "synthetic sunset".

Prada S/S 2016 collection Real Fantasies video by AMO studio

Models move between different scenarios including a waiting room and a train carriage.

Prada S/S 2016 collection Real Fantasies video by AMO studio

Large spherical earrings become raindrops during an outdoor scene, where the colour fills the frame and white is used to suggest objects like lamp posts.

Prada S/S 2016 collection Real Fantasies video by AMO studio

AMO has created several catwalk designs for Prada's fashion shows, including a set based on a public penance theatre for Autumn Winter 2016 and a "timeless ruin" covered in reflective materials for the previous season.

  • mimi

    They are teenagers! Do teenagers buy Prada?

  • Puz

    Why do I even bother opening Dezeen…

  • The_Pinchhitter

    Why are Prada models always so statuesque?

  • Meme

    This pictures one ugly side of our civilisation. This culture mainly focuses on appearance and makes people stupid to earn money from it. It’s the opposite of intelligent co-operation. We should raise people’s awareness instead of lowering it.