Apologies if the page is looking like there's Prada overload. I suppose i owe it to Miuccia in a way because I still haven't got round to articulating how immense and intense I felt the S/S 12 show was when I first saw it in Milan and even after seeing it SEVERAL times in the showroom, I still can't quite get the words out of my mouth.
Instead, I was handed the opportunity to experience a Tokyo spin on the S/S 12 collection and to present my point of view on it on Prada.com which is basically the kick up the arse I need to get it out of my system. Before I do start over thunking things, analysing the meaning of a pink resin rose, the significance of pastel knife pleats and the metaphors behind a duchesse satin bomber jacket, let's just marvel at the WAW factor of Prada pulling together a show for Tokyo as their new way of doing an Asian trunk show. It was supposed to happen back in April for the A/W 11 collection but obviously given the circumstances in Japan, they had to postpone it.
That said, I'm not sure if Prada could have eked out quite the same visual effects for that collection as they have done for S/S 12, given that A/W11-12's themes weren't so clearcut or instantly recognisable to the eye. For S/S 12, you have unabashed Americana, motifs of fast cars, roses and 50s rockabilly to play with and boy, oh boy did they play it out‚Ä¶.
Cue a dramatic light installation that flickered in the dark as guests pulled up to a far-out warehouse space in the butt-end of Tokyo (300 special cars were sent out to pick up the guests‚Ä¶.). The famed ad agency 2×4's visual treatment of the whole event was on a level of mastery that one would expect from Prada, who as always got AMO to design the show space. Thankfully the agency have already got the full project up on site if you wish to discover more about the design process. They successfully rendered the Prada logo in pachinko machine-esque typography, pairing it up with American roadside insignia that complimented the S/S 12 campaign imagery. No doubt Lana del Rey's wonder team will be inspired‚Ä¶
Once inside, a smorgasbord of vintage cars, sourced from obsessive collectors in Japan were spread out for all to see and they were manned by the coolest group of 'mechanics', donning overalls which has been emblazoned with the spray paint car motifs of the collection. I did suggest to the PR that they could produce them as special items, for the ridiculous wealthy who might whimsically take it upon themselves to paint a room and would thus require overalls. Don't ask me what the car models actually were but they were all in mint condition, some complete with fluffy dice that have probably seen some action‚Ä¶.
Apparently this is a flame-painted Ford Coupe hot rod (again, thanks to 2×4 for the detailed rundown). I was touching it gingerly for fear of angering the protective mechanics. Mustard pailettes and mustard car make was a photo opp I couldn't miss out on… one must ask, why AREN'T there more mustard cars in the world….
Physical cars were accompanied by a projected montage of Hollywood greats, driving with complete lack of awareness for rear view mirror checking or in fact, road checking‚Ä¶
I wasn't the only one on the night who got in on the Prada A/W 11-12 action… Nam from StreetFSN was there on the night to shoot the gaggle of Japanese celebrities and us bloggers…
… speaking of which, I have to thank Rumi for introducing me to the wonders of the Moscow Mule…
… and to Bryan for wearing the sequin pailette cap in lieu of my top knot preventing myself from doing the same….
The final filmic reference of the night came courtesy of a performance by 5,6,7,8's aka the band who appeared in Kill Bill Vol.1. Thumbs up to anyone who can rock hard in kitten heels and static-inducing satin.
During the course of the show, instead of gawping with a wide open mouth like I normally do, I was tasked with directing my man Gabrio here with his mega-cam for the live stream. Like I said, I'm not sure who saw it but hopefully it wasn't too juttery as I did jump about quite a bit.
Post live stream, the full video of the show is available to see here but in addition, Prada have produced four little videos edited and filmed by myself, Rumi, Bryan and Diane Pernet as well as photographic contributions from Tokyo Dandy and Misha of Tokyo Fashion DIaries. I love a bit of Final Cutting even though I'm very VERY slow on it so it was amazing to work with the Prada video editing guys who made the editing process a lot less painful. As expected, our videos are all very different and because I only got my handcam a few hours before the event, I didn't really get to experiment with it fully. As blogger-brand projects go, I've got to say, I'm mighty impressed with the execution as well as the context of it. This was a unique event for Prada, one that doesn't necessarily warrant all the international editors flying in for it because they basically had already seen the show back in Milan. However, to eke out online content for it in this way was I think a smart move on their part. I'm not sure if they were that smart for choosing to use my shaky handy cam skills but they'll live and learn.
Our videos, pictures and a few words aka our "e-stories" have been compiled into an iBook/PDF type thingy that can be downloaded. I'm told on the iPad, it's a fairly pleasant experience. I was almost tempted to pick up one in Shibuya just to see how it would look. I currently have five iPad cases with no actual iPad to encase. It might be a long running joke that I'll milk to death until I accumlate 100 cases and people get seriously ticked off with my boring sense of humour. Or I'll succumb at Regent Street tomorrow.
Here's the 30 second whazz of my night in Tokyo with Prada…