24 prototypes by Miuccia Prada at the on line auction
There are 24 unique items, prototypes created by Miuccia Prada, which never reached production, plus two dresses created by the designer for the occasion: these make up the limited collection, which will go on the online auction from today until 25 July.
The first sale, at the auction and on the net, of Prada's prototypes, will be held on alternate days: every Monday, Wednesday and Friday only three items will be auctioned and net users, provided they are of age, from almost every country in the world, will have seven days (starting and finishing at midday Cet, to avoid confusion with the time zones), to put in an offer.
The proceeds will go to supporting research by the San Raffaele Foundation, one of the most important scientific and hospital institutions, founded by Don Verzè.
The 24 items for the 'Prototype Collection' were selected by Miuccia Prada herself.
Each article, made according to the same standards as those for shops, is consequently an exclusive collector's item. In many cases, alterations have been made by hand and personalized finishing touches added by the creative team.
The innovative initiative was thought up with the contribution of Oma/Amo, the creative center founded by the architect Rem Koolhaas, inspired by the auctions for works of architecture and design, where exclusive items or limited editions are offered.
The idea - explains Prada - is to transport a simple and 'democratic' system into an exclusive system, such as that of fashion, but to do it in an entertaining and appealing way. The auction consequently becomes a way of communicating and testing the trend of the market and customers, which may lead to useful considerations on the subjects of value and involvement.
The auction also makes it possible to interact with the brand: by making an offer, it is possible to add an image and promote your own site and, with a chart, it is possible to trace the history of the offers for each product. All of this is done on prada.com, the web site set up by the group from Milan to present new ideas and an innovative image of the brand.
(Source: ANSA)
