Fashion

Prada’s “one day drop” is coveted

Since June 2022, the Italian label has successfully profiled itself on the market of exclusive collections with NFTs. The Prada Timecapsule Drop is produced in very small series, each time created by a renowned artist and aims to seduce its community.

Eva Morletto

By Eva Morletto03 août 2022

The Prada Timecapsule Drop collection for August, with an NFT for each shirt sale, will allow one lucky customer to attend the brand's fashion show in Milan in September (Prada)

Every first Thursday of the month, a new Timecapsule generates excitement among the brand's followers. The reason? It is only available for 24 hours and each garment is accompanied by an NFT. This initiative is designed to stir up the Fear of Missing Out and customers are rushing to buy it.

For this new edition of the Prada Timecapsule Drop, the brand presents a shirt made from upcycled materials from the label's archives. Sustainability and recycling of fabrics are indeed at the heart of the concept of the new summer drops.  The iconic prints are given a new life, in line with the brand's objectives on sustainable development and its approach to circularity.

This time, the silk and lurex fabrics come from the archives of the 1920s and 1950s. The new drop on Thursday 4 August will be available in 50 copies. The shirt, in black poplin, features a motif inspired by the Frankenstein character drawn by artist Jeanne Detallante. While the house usually combines the product with a "parallel" creation by NFTs, this August's release contains another novelty that will make fans of the brand green with envy: a customer who owns a Timecapsule from June, July or August will have the privilege of being offered "a complete stay in Milan including an exclusive invitation to the house's fashion show which will take place in September", the label announced in its release.

This is the first time Prada has launched this kind of offer. The first fashion house to open the doors of its shows to a wider audience was Givenchy, which in 2017 circulated a secret web link among its fans giving access to a competition to attend one of its shows.

Prada fans can find out more about the operation on the Prada Crypted Community server, which was recently launched on the social network Discord and already has 6,000 members.

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