Prada has introduced its first 2024 campaign featuring Emma Watson and Benedict Cumberbatch as the faces of Re-Nylon, its sustainable material made from upcycled plastic waste.
The new Prada effort sees Emma Watson and Benedict Cumberbatch — both of whom have been champions for environmental action — photographed by renowned photographer Willy Vanderperre, known for his work with Christian Dior and Dior Homme. The campaign marks a significant step in the Italian luxury label’s journey toward sustainable fashion as the Re-Nylon range “epitomizes a fundamental duality of Prada’s identity — innovation in spirit, responsibility in action,” the label says, underscoring the dual goals of the campaign: fostering innovation while upholding a strong sense of environmental responsibility.
Prada’s Re-Nylon is made from Econyl, a regenerated nylon yarn crafted from recycled and purified ocean plastics, including discarded fishing nets. The label has pledged to replace all virgin nylon with the regenerated material to help reduce ocean plastic waste and incorporate plastics from landfills and tactile fiber waste.
The new 2024 Re-Nylon campaign aligns with Prada’s ongoing efforts to support ocean conservation, with proceeds supporting the Sea Beyond project, an educational endeavor launched in 2019 to heighten public awareness around ocean pollution and preservation efforts.
Prada’s transition to the use of regenerated nylon is a testament to the brand’s longstanding relationship with the fabric. Having incorporated nylon into its designs since the late 1970s, the luxury fashion house is now making a significant shift towards sustainability. This move positions recycled nylon as a material of choice within the luxury fashion sector, highlighting Prada’s role in leading this sustainable transformation.
Prada has committed to donating one percent of the Re-Nylon collection’s sales proceeds to the Sea Beyond project. This initiative is a collaborative effort between the Prada Group and UNESCO’s Intergovernmental Oceanographic Commission (IOC), further demonstrating Prada’s dedication to both environmental conservation and education.
The campaign comes as Prada spinoff, Miu Miu launched the fourth iteration of its Miu Miu Upcycled collection. This launch follows the brand’s initial foray into upcycling, which began in 2020 with a unique collection of 80 one-of-a-kind dresses crafted from non-designer vintage materials. The journey continued with a Levi’s collaboration in 2021, focusing on garments from the 1980s and 1990s, and a special series of 50 leather jackets in 2022.
In its latest endeavor, Miu Miu revisits denim, selecting pre-2000 pieces for their distinctive color, weight, and unique fading patterns. These denim items, sourced from specialists worldwide, undergo a meticulous process to maximize fabric reuse. This includes preserving outer seams during the deconstruction phase and handcrafted refashioning.
The collection boasts standout items like a vintage-style denim bralette, a dark wash vest and jacket, and loose-fit shorts. Additionally, the range includes an eclectic mix of flower-embroidered pieces, such as a hair clip, headband, Trucker jackets, a baseball cap, and jeans. These floral designs are intricately hand-sewn, featuring silk chiffon petals, faceted beads, and black crystals set in antique metal.
Innovation extends beyond design to technology, as Miu Miu partnered with Aura Blockchain Consortium, a luxury-focused non-profit association co-founded by LVMH, Prada Group, Cartier from Richemont, and OTB Group, the parent company of Diesel. This collaboration ensures that each item in the collection receives Aura Blockchain verification, a testament to Miu Miu’s commitment to authenticity and sustainability.
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