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Prada looks at automated future in new sci-fi video series

Prada Nylon Farm
Prada Nylon Farm

Prada has released a ‘futuristic fairytale’ film series celebrating its nylon backpack first launched in 1984, by referencing a series of next generation technologies.

Nylon Farm, as the four-part project is called, features a flock of cyborg sheep, in a nod to Philip K Dick’s sci-fi novel, Do Androids Dream of Electric Sheep?

Alternate reality technology and an automated manufacturing system is at play to harvest the synthetic fleece, but the ideals of such artificial intelligence is seemingly disrupted by a level of human emotion that comes into the scene.

“It may all seem perfect, but something in this place has gone beyond the normal production processes. A series of strange anomalies have interrupted the regularity of the Farm and required the launch of an investigation. Will following protocol be enough in this story?” reads the write-up.

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While Vogue refers to it as an example of Miuccia Prada directing an episode of Charlie Brooker’s Black Mirror, the intention from Prada is to symbolize the brand’s technological innovation on the one hand, but also its ability to respect the brand’s history, on the other.

The nylon that has become a signature of the house was originally sourced from factories making parachutes for the military. It’s this quest for newness from Miuccia that is so referenced.

The four episodes were filmed at the brand’s industrial headquarters in Tuscany, the first one of which launched this weekend past. The following three will be released on June 1, 4 and 9 across the brand’s social media.

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Gucci’s Star Trek-inspired campaign looks to the retro-future

Gucci's autumn/winter 2017 sci-fi campaign
Gucci’s autumn/winter 2017 sci-fi campaign

Gucci’s autumn/winter 2017 campaign takes its influence heavily from the sci-fi world of the past, with all manner of Star Trek references.

#Gucciandbeyond, as the short film is called, was directed by Glen Luchford under the creative direction of Alessandro Michele. The Star Trek call outs aren’t just a nod, but rather a full attribution to CBS on all assets, yet the spot sees multiple further motifs from the sci-fi of the 50s and 60s.

Indeed, there’s everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures (and made up models). There’s even a Tribble and a Tyrannosaurus Rex. Other references include Forbidden Planet, thanks to Robby the Robot, while the music comes from Space 1999.

Michele’s aim, according to Gucci, was to portray a “retro-futurist” world – hence the somewhat lo-fi approach to what the “future” might indeed look like.

Needless to say, the collection itself fits right in to its surrounds in full tribute mode too. As GQ writes: “Where other fashion houses might frame clothing in minimalist settings—the better for it to standout—Michele and Gucci prefer settings that are just as adventurous as the clothes featured in them. After all, these aren’t the clothes you wear to just flex here on earth; they’re apparently the suits, sneakers, intarsia sweaters, shimmering leggings, overcoats, and more that you wear to flex in a neighbouring solar system, too.”

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