Debuting on 25 April, the collection is Prada’s first menswear exclusive with an online retail partner.
Prada Group strategic marketing director Stefano Cantino said the move is a sign of the brand’s digital evolution.
“We strongly believe this partnership with one of the major menswear luxury e-tailers is strategically relevant to our digital transformation in today’s changing scenario, where we are making significant steps forward,” he said.
The 32-piece collection draws from eras of bowling popularity – the 1950s and 1980s – and features camp-collar shirts in Hawaiian and pop-cartoon prints, madras, gingham checks and other nostalgia-inspired designs, with prices ranging from £260 ($475) to £2,450 ($4,479).
Mr Porter’s managing director, Toby Bateman, said the aesthetic reflects the online retailer’s and Prada’s shared vision to bring a modern approach to classic menswear.
“We are incredibly proud to be working with Prada on this special project and to be the first men’s online retailer to partner on an exclusive collection.
“The retro themes of 1950s and 1980s menswear were an effortless inspiration for the campaign and content, and allowed us to easily meld the worlds of Mr Porter and Prada,” he said.
The online retailer is launching an integrated global marketing campaign to promote the campaign across its social media, email, website and app platforms, culminating on 26 April with the publication of a short film in Mr Porter’s weekly style guide, The Journal, and a bowling event in New York City.
“We are extremely pleased to be part of this exclusive project in collaboration with Mr Porter that we consider being the perfect partner to communicate the values of the brand,” Cantino added.
“Prada’s DNA is in fact about creating products which are really breakthrough that may at times surprise customers, while bringing ideas and ideals to life.”
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