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Prada will show its F/W '18 menswear collection in a new location tonight

Prada will show its F/W '18 menswear collection in a new location tonight

It's a big change for the Italian brand

Text: Maddison Glendinning


Image: Imaxtree

For as long as most people can remember, Prada has held its bi-annual menswear show in the same location in Milan. However, that's all about to change today...

Prada's Fall/Winter '18 collection will hit the runway this evening and the show already has the industry abuzz. 

It was announced overnight that for the first time in recent history, the brand will hold its newest runway presentation in a new location in Milan. Specifically, at a company warehouse in Viale Ortles 35, according to WWD, which is "not far from the headquarters of Fondazione Prada." 

That's not the only significant change to the show however with news also breaking that the brand has tapped four creatives — designers Ronan & Erwan Bouroullec, furniture and lighting designer Konstantin Grcic, architects Herzog & de Meuron and Rem Koolhaas — to create a unique item that will be unveiled during the show. The item must have been developed using Prada's signature nylon material. The collaboration is part of the Italian label's new "Prada Invites" initiative  which, according to the brand, will shift focus "to the industrial side of the mutlifaceted Prada identity." 

Prada will unveil its menswear Fall/Winter '18 collection at 9pm local time (GMT +4) this evening. Stay tuned to Buro 24/7 Middle East for updates. In the meantime, see the best street style looks from Pitti Uomo

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