Prada Pre-Loved

Developed an integrated campaign concept that celebrates Prada's timeless design philosophy while promoting circular fashion through a culturally relevant partnership with The Devil Wears Prada 2. The idea transforms the film's premiere into an exclusive brand experience where guests are invited to attend wearing only pre-loved Prada, reinforcing the lasting value of the brand's iconic pieces.

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The event concept extends beyond the screening with an interactive resale activation, allowing attendees to professionally photograph their outfits and seamlessly list them on leading resale platforms. By connecting luxury fashion, sustainability, and pop culture, the campaign encourages the next lifecycle of Prada garments while creating an engaging, shareable brand experience

Location: Berlin, Germany

Agency: Liganova

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Project Type: Concept