Italian luxury house Prada taps Chanyeol Park and Jin Chen of K-pop group Exo and Hollywood actress Yara Shahidi for its latest Linea Rossa campaign, debuting the collection’s new sustainable textile.
For the Fall/Winter campaign, Chanyeol is photographed by South Korean artist Jung Wook Mok. The singer has had a long time relationship with the fashion house, appearing at their fashion shows and also frequently sporting their designs.
He is joined by Chen, photographed by Leslie Zhang, and Shahidi by Renell Medrano.While each photographer added their own element to the visuals, the campaign is consistent with Prada’s clean and futuristic vision for the Linea Rossa line.
The stars were tapped for the campaign for their global influence and as "cultural game-changers," which "deeply connected to Linea Rossa's ethos of modern, high-performance clothes engineered to the needs of dynamic life today," Prada stated in a press release.
With creative direction from Ferdinando Verderi, the campaign features a combination of high fashion and sportswear and a variety of bright colours and different features such as stretch jersey, nylon, and techwear that brings forth new changes in sustainability.
The Extreme-Tex eco-friendly fabric fits right in with Linea Rossa’s signature red-accented line and ultramodern aesthetics. Three years in the making, the new material is made of recycled polyester and manufactured with non-polluting processes, making it organic and toxic pollutant-free. From puffer jackets to tees, Extreme-Tex is a versatile and lightweight fabric used throughout the active collection and is a "material that offers protection not only for the body, but also the environment."
After signing the G7 Fashion Pact in 2019, Prada continues its commitment to be more eco-friendly. In addition to the new Extreme-Tex, the brand launched the Re-Nylon project to re-issue a number of its signature bag silhouettes in regenerated nylon. The brand also committed to going fur-free, beginning with its Spring/Summer 2020 collections.