Prada’s iconic Linea Rossa sportswear collection is back with a fresh, modern look that pays homage to its technical and functional designs first introduced in 1997. Known for its use of nylon, a material synonymous with the luxury brand, Linea Rossa has been reimagined with a contemporary twist and a vibrant color palette featuring shades of grey, neon pink, pistachio green, and bright orange.
The relaunch of Linea Rossa is accompanied by a new ad campaign that showcases the label’s updated aesthetic vision, with videos produced by the renowned New York agency, Michael Rock/2×4 New York. The collection has been transformed into a unisex line with sleek, minimalist designs tailored to appeal to a younger audience seeking high-performance clothing for various activities like skiing and snowboarding.
Prada is pulling out all the stops to reintroduce Linea Rossa to the market, starting with a lavish launch event in New York on September 8, followed by a tour in Asia with stops in Hong Kong, Shanghai, and Tokyo. In Paris, a special installation at the rue du Faubourg-Saint-Honoré store will further showcase the collection’s revamped offerings. Customers can expect to find Linea Rossa in stores, online, and at selected department stores, with competitive pricing aimed at attracting a broader customer base.
To bolster its brand appeal, Prada has secured the image rights for the America’s Cup, with the finals slated for March 2021 in Auckland, New Zealand. The preliminary regattas have been rebranded as the Prada Cup, aligning with the brand’s renewed emphasis on sportswear and innovation.
In essence, the revival of Linea Rossa heralds a new chapter for Prada’s sportswear line, striking a balance between functionality and contemporary style to cater to a diverse and dynamic consumer base.
If you are interested in checking out Prada’s latest Linea Rossa collection, you can visit their official website here. For more updates and behind-the-scenes looks at the brand, follow Prada on Instagram here.
