Prada is the latest fashion house to experiment in the metaverse, following in the footsteps of Gucci, Burberry and Louis Vuitton, and although the luxury Italian brand were among the first to experiment with Snapchat's new AR tools, they've held off on the NFT market, until now.
Joining up with adidas for their venture, both brands have announced the launch of an NFT project that explores the possibilities of the digital realm, enabling fans to contribute to a large-scale digital artwork, while also earning some money for their involvement.
Speaking on the brand's dive into the metaverse, The son of Miuccia Prada and Patrizio Bertelli, Lorenzo Bertelli told Vogue Business: 'This is important for Prada because the brand is always looking to new frontiers. To really understand the present society, it's important to create with those communities. You have to speak with the people who understand the meaning behind the scenes. You cannot judge superficially, looking from far away, at what is going on.'
The project, titled adidas Originals For Prada Re-Source, invites active participants to work on a digital piece of work that takes inspiration from adidas' and Prada's new Re-Nylon collab, a collection of high-end recyclable athleticwear made in Italy. All you need to do is register, submit an anonymous image (the brands suggest should capture something meaningful that demonstrates what play means) and then your work is done. From there on, Prada will select 3,000 at random to mint their submission as an NFT, free of cost.
Now, this is where the magic happens; professional coder Zach Lieberman (yes, the same artist we invited to makeover the SHOWstudio logo) will compile the randomly chosen 3,000 tiles (works submitted) using his own open-source creative code library openFrameworks. The tiles will then be made into a large pattern mosaic NFT, overlaid on an adidas x Prada campaign image and auctioned on SuperRare from January 28, with proceeds split equally from the sale.