Pradamalia: Prada's new family of mysterious creatures


Pradamalia: Prada's new family of mysterious creatures

Prada’s latest venture is one of its tiniest, if measured by stature alone. Introducing Pradamalia, a mysterious new family of miniature creatures cloned from recombinant Prada DNA that has proven to be so generative for over a century. Prada’s top research team set out to verify this claim, so the story goes, and the result is this new species: one part biological, one part technological, all parts Prada.

The seven new creatures – Disco, Socks, Fiddle, Otto, Toto, Scuba, and Spot – each exhibit supernatural powers and a few glaring quirks. Raised in isolation within the austere confines of Prada Labs, each has a triangular Prada heart and a checkerboard patterned brain. Other Prada codes featured prominently in the Pradamalia morphology include metal studs, ombre tones, polished wood, printed lips, and the iconic Saffiano leather.

Individual Pradamalia can be found at Prada stores and in the forms of keychain tricks, earring sets, and necklace charms, in a range of sizes and materials. Each comes in a specialized package that offers extensive information on each individual’s unique anatomy, qualities, and behaviors, plus a note on their origins. A segmented campaign featuring animated Pradamalia in Prada Labs and, post-escape, in the world, launches November 2018.




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Tommy Hilfiger: complimentary tote bag

Level 2 Wetsfield Sydney 188 Pitt Street Sydney 2000
  • 15th Dec - 16th Dec

Head to Tommy Hilfiger this weekend to receive a customisable tote bag with every purchase of $120 or more.