Prada Fall/Winter 2020 Women’s and Men’s Advertising Campaign – Tools Of Memory

The #PradaFW20 campaign is proposed not as inert imagery, but as an action – an online auction in collaboration with #Sothebys, staged in Fall 2020.
Proceeds generated will be donated to benefit #UNESCO educational projects, expanding inclusion in education for vulnerable populations across the globe. The auction artifacts are drawn from the universes of the Prada Fall/Winter 2020 men’s and women’s shows: fashion items, alongside photographic prints, show invitations, pieces drawn from the runway décor.
Discover a small number of items from the auction for the first time at

Details of further items will be released over the coming months, before the full auction catalogue is published online in time for the launch of the auction on October 2, 2020.

Backstage Photographers: Daniel Arnold, Gigi Hadid, Phil Meech, Kevin Tachman
Creative director & film: Ferdinando Verderi
Soundtrack: Frédéric Sanchez

In This Story: Gigi Hadid

Jelena Noura “Gigi” Hadid is an American fashion model who is signed to IMG Models since 2013. In November 2014, Hadid made her debut in the Top 50 Models ranking at In 2016, she was named International Model of the Year by the British Fashion Council.

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