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Prada’s A/W 12/13 film: a fantastical game of chess

The gaming aesthetic referred to in Prada’s autumn/winter 2012/13 print ads makes a true appearance in a new campaign film from the brand released this week.

Set across a “fantastical chess game”, the spot sees movements on the board then carried out in an alternate reality by the avatar-like models.

An original release for the Steven Meisel-shot campaign called them “virtual princesses poised for combat”, which now of course, makes total sense.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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