Miuccia Prada launches app

Miuccia Prada launches app

‘Somebody’ with Miranda July

Famous for purposely holding back on any digital initiatives for both Prada and Miu Miu, Miuccia Prada has finally cracked and launched a new app in partnership with performance artist Miranda July

The new app, titled 'Somebody' will accompany the next Miu Miu women's tales installment – which will be the eighth edition.

Done in collaboration with performance artist Miranda July, the project will make its debut at the Venice Film Festival tonight and comes complete with a digital app. According to a statement released by the Prada Group this morning, the app "is the antithesis of this utilitarian efficiency that tech promises."

Miuccia Prada launches app (фото 1)

The app, which is free to download on iTunes starting today, works as a messaging service – but instead of sending the message to a direct address or telephone number, it goes to the user standing closest to the intended recipient. It is then up to the recipient to deliver the message to the person in real life. Or, as Prada have put it poetically in its official statement:

"'Somebody' works when you send a message to an intended recipient, a friend, a lover, a family member.... The message goes not to the intended recipient, but to the person geographically nearest in proximity to the intended recipient. The messenger, most likely a stranger, delivers the message verbally, acting as your stand in."

Miuccia Prada launches app (фото 2)

On Friday night Prada will host a VIP dinner to celebrate the new project. Guests are expected to include Kirsten Dunst, Lena Dunham, Dakota Fanning and Edward Norton – all of which will most likely be the first lucky users of the new digital creative project.

Miuccia Prada launches app (фото 3)