With a mixture of fashion, music and urban culture, Prada deepened its cultural investments this week.
The latest edition of The Sound of PradaAn event format with a focus on global creativity, made a station in Berlin. Organized by Prada’s Eyewear division, the event underlines the continuous endeavor of the Italian luxury house to position itself not only as a stick dance, but also as a sponsor of cultural influence.
The venue was the traditional Kranzler Eck on Berlin Kurfürstendamm – a place with history that was once considered a meeting point for intellectual, creative and trendsetter: inside. The choice of Berlin follows Prada’s strategy to target metropolises with artistic disruption potential. The German capital, internationally recognized for its electronic music scene and post-reiliff counterculture, offered an authentic framework for the current edition.
Janelle Monáe performed as a musical highlight of the evening under her DJ Pseudonym DJ Johnny Jane. The U.S. artist, actress and producer, which has been grammy several times, is known for her fusion of Afrofuturism and political message. Her creative platform, the Wondaland Arts Society – among other things home of Jidna and St. Beauty – is for the curatorial expertise with which Prada consciously connects.
Other acts of the evening were the British DJ Christian, estimated for his cross-genre electronic style, as well as channel tres, who convinced with an idiosyncratic mix of house, G-Funk and Techno. The line-up took up the musical spirit of Berlin-a scene that, according to the German Music Council, generates a cultural value of over one billion euros annually.
The Sound of Prada was launched in Paris in 2019 and has since stopped in cultural metropolises such as London, Cannes and most recently Seoul. Each edition combines live music with fashion presentations and local installations. In Berlin, the new Prada symbols Eyewear-collection was in the center- a key segment within the brand’s license and accessories.
The event format reflects strategic change in luxury marketing: away from classic product communication to immersive storytelling. Prada positions herself as a cultural actor and creates experience -oriented brands of brands beyond established formats such as fashion weeks and campaigns.
The guest list also underlined the positioning of the brand at the interface of luxury and pop culture. In addition to brand ambassadors: inside like Troye Sivan and Benedetta Porcaroli took part in acting greats such as Kit Connor, Ncuti Gatwa and Clemens Schick. This targeted selection reflects Prada’s strategy of increasingly relying on digitally present talents of generation Z and millennials.
In view of a global luxury glasses market of over $ 16 billion (14.76 billion euros), according to Euromonitor, the initiative demonstrates the potential of lifestyle-oriented marketing. With formats like The Sound of Prada, the company succeeds not only staging products, but also to strengthen cultural relevance sustainably.
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