The story of Prada Linea Rossa The collection that changed fashion for good

Fashion, by its very definition, changes and much of its appeal lies in its eternal progress, evolution and reinvention. Normally this change takes place slowly, season after season. Sometimes, however, this evolution takes a leap forward. One of these cases was the introduction of Linea Rossa at Prada – one of the founding moments of modern luxury streetwear that introduced cross-sectorality in fashion becoming a national media event with the adventure of the Luna Rossa's team and the Louis Vuitton Cup of 2000, as well as one of the first collections to shift the importance of luxury from the material itself to the concept and aesthetics behind the product.

Of Prada's Linea Rossa today remains a great cultural legacy, as well as the pioneering ability to introduce new languages and aesthetics into fashion, as well as one of the best successful examples of the meeting between visions of great designers and desires of the mass audience. As a testament to her foresight, these are the words with which Miuccia Prada recounted the style of the collection to The New York Times:

“Our idea is to mix technology with normal dressing. You don’t need to disguise yourself as a champion to practice a sport. In the long term, I see formal dressing for special occasions and an increasing number of people wearing sportswear almost all day long.”.