By  on April 23, 2007

MILAN — Prada's Web site now has an artsy bent.

Starting today, aficionados surfing the brand's prada.com page will find a new small icon to the right that reads pdf.

Clicking on it grants access to 100 images of current spring wares that in true Prada spirit are anything but conventional.

Everything from runway and backstage shots to the ad campaigns and close-ups of the accessories has been tweaked by AMO, Rem Koolhaas' think tank, via computer retouches.

Cases in point are a model walking against the Giza pyramids as a backdrop, a male model with Pop Art-color limbs and an ad campaign photo transformed into a road sign in the desert.

"The idea is to offer collectors images that will change every season. We feel this a more tempting approach and different from our competitors," said a company spokeswoman.

Selling online is the next link in the pipeline and will come at a future date.

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