Why settle for a start-of-the-season collection, when you can have a different one each month? Luxury in step with the times, but limited in time. Here is the new, intriguing program introduced by Prada, an online project featuring 50 items that will be available to buy for 24 hours only on every first Thursday of the month.
Timely fashion in pills, Timecapsule is yet another piece of Prada’s digital strategy, enhanced to offer an omni-channel experience via a restyled website, ad hoc editorial contents and an e-commerce platform, opened in November 2019.
The capsule first drop, currently available in Europe only (with further markets to be added in 2020), launched on December 5, 2019, with a Hawaiian-style box-cut shirt printed with a revamped graphic of a 1950s Christmas card.
Introduced on January 2, 2020, the second release of the same short-sleeve unisex piece showcases an imaginary seaside and mountain holiday location, where lyrical blends with paradoxical.
Every design is themed to the respective launch month, as well as to the brand’s iconic codes. Prada have even introduced a dedicated logo for the Timecapsule program: an hourglass designed by Oma, the international metropolitan architecture firm established by Rem Koolhaas.
Every capsule is defined by a serial number that denotes the limited edition: 1/50, 2/50 and so on, plus a special packaging adding to the luxurious exclusivity of the whole.
A not-to-miss first date with fashion for this year, so hurry: time is running out!