Appeared In
Special Issue
WWD Collections issue 11/17/2014


In their September shows, Giorgio Armani and Miuccia Prada each embraced a very summery inspiration with their own, distinctive points of view—and lots of sand.

To set the tone of his elegant show, Armani commissioned Oscar-winning Italian director Paolo Sorrentino for a short film called Sabbia, the Italian word for “sand.” It was filmed between the volcanic Sicilian islands of Lipari and Stromboli—the former white, the latter black. Backstage before the show, Sorrentino said he aimed to communicate the sense of life that emerges from natural elements that initially seem inanimate: even wind, for instance, imbues sand with life, shape and movement.

This story first appeared in the November 17, 2014 issue of WWD.  Subscribe Today.

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Prada, meanwhile, wanted to stimulate a dialogue between the indoors and outdoors. For this, she teamed with Rem Koolhaas’ research studio AMO to re-create a fascinating purple desert in the company’s Milanese venue on Via Fogazzaro.

Bleachers covered with brown carpet ran along the room’s walls, which were crossed by a horizonlike strip of light; in the middle were asymmetric dunes that were created using 150 tons of artificial sand made of quartz and baked in ovens to achieve the right shade of purple. According to Prada, it took about one week to complete the dyeing process.


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