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MILAN — Miuccia Prada has turned to the medium of video once more, this time to inaugurate her new men’s fragrance, Infusion d’Homme.
This story first appeared in the August 12, 2008 issue of WWD. Subscribe Today.
Prada commissioned nine young directors to produce short films based on what images the perfume triggered in their imaginations. The films, which can be viewed on Prada’s Web site, include an interpretation by Italian director Edoardo Lugari, where a man is pursued by a scent trail, while South Korean director Hyuk-Jae Kwon depicts a couple playing ping-pong who smell the fragrance and relive different memories and emotions.
The films are being edited into a single work by film editor Pietro Scalia, who has won two Oscars, one for the film “JFK” and the other for “Black Hawk Down.”
The project’s final cut will be shown in Prada’s bigger stores across the globe, and is also being slated to launch at a yet-to-be-confirmed cultural event in either the U.S. or Italy this fall.
A spokesman for Prada said the film was considered an alternative method and channel for perfume advertising.
“The project was born with no immediate commercial intention,” said the spokesman. “Therefore, creativity was the only aim.”
Infusion d’Homme’s launch this month will be accompanied by a traditional print campaign that was shot by Steven Meisel and features model Rogier Bosschaart.
The Milan-based fashion house is no stranger to the medium of film to promote its fragrances, having launched a short film directed by Ridley Scott as an advertisement for its first women’s fragrance in 2005.