New Prada Swing capsule collection by Luxottica

The Swing Sunglasses Collection by Prada made its debut last Wednesday at Joe’s Pub, a Jazz Club in New York City.

The sunglasses in the new capsule collection have sophisticated silhouette, redesigned on the basis of the canons of beauty, sensuality and modern femininity of the F/W 2010 collection. Feminine notes and total harmony are the creative expression of the new Swing Sunglasses that combine vaguely Fifties shapes with the simple lines of Prada fashion of the Nineties.

In the jargon of jazz, “swing” describes the passage from one chord to another and if this could be drawn, it would have the same flexible, flowing lines as the new Prada eyewear collection. The need to graphically represent a sound led to the idea of starting a new collaboration with cartoonists all over the world.

Famous for its several collaborations with international architects, designers, directors and photographers, Prada has launched a “Manga Contest” that will involve the most renowned schools for cartoonists as well as independent illustrators. A competition for inventing a heroine, the only restriction being that she must wear Prada Swing eyewear in the “cartoon strips”.

The aim is to “animate” Prada Swing Sunglasses but also, and primarily, to give different creative worlds – fashion and cartoons – the chance to interact without predetermined rules.

The competition opened on the evening of July 14 and will end August 31: the winners’ heroines will be the protagonists in a Prada publication. Full information is available on Prada.com.
The Prada Swing Sunglasses Collection is closely connected to the new Fall/Winter 2010 advertising campaign shot by Steven Meisel to the beat of “Fever”, the famous jazz song performed by Katey Judd. The 1 minute, 30 second video dedicated to the collection had its world premiere during the evening at Joe’s Pub, New York City.