The 35-minute video of the spring-summer 2021 fashion show, which saw the debut of Miuccia Prada and Raf Simons as creative co-directors and which includes the show and a conversation between the two, was the most viewed digital event of the house always and was one of the main success factors of the Milan Fashion Week. The total views on Instagram were 16 times higher than that of the Prada womenswear s-s 2020 fashion show. The show was streamed on and on the house’s social channels, for the first time also on TikTok. In China, the live-streaming on the official accounts of Prada Weibo and Douyin provided a unique digital experience for more than 48 million participating users to discover the show. The Weibo hashtag # Pradass21 reached 170 million views in one day.

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