Dubai, UAE, July 5, 2016: Prada unveiled its first masterbrands after more than a decade in the fragrance business on June 19th in a special environment at the entrance of the Spring/Summer 2017 Men’s and Women’s show on Via Fogazzaro, Milan. La Femme Prada and L’Homme Prada embraces Prada’s spirit of contradiction, investigating the fluidity of male and female archetypes. The fragrances was launched simultaneously in a “mirrored box” space that interrogates the feminine/masculine duality with two interlocking rooms — one black, one white — featuring walls composed of printed graphics, video screens, and mirrors. At the center La Femme Prada and L’Homme Prada hover over a white display table, symmetrical complements to the multiplied virtual worlds that surround them. The video screens display the fragrance campaign video featuring Mia Goth, Mia Wasikowska, Dane DeHaan and Ansel Elgort, in addition to black and white fashion silhouettes, and a collection of dialogues from literature, theater, and film. The fragrances will be available to purchase in the Middle East in September.
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