This weekend, the fashion world’s eyes will be on the runways of New York Fashion Week. But at Prada, they’ll be keeping a watchful eye on the Mediterranean waters off Barcelona as well. That’s where the Italian luxury house is making its seventh attempt to win the world’s oldest international sporting competition: the Louis Vuitton America’s Cup.
While fashion and sailing may seem like disparate worlds, Prada has been fiercely committed to this challenge since 1997, driven by the passion of Chairman Patrizio Bertelli. Their latest boat, the Luna Rossa Prada Pirelli AC75, christened earlier this year, is a testament to their dedication.
But Prada’s foray into sailing has had a surprising impact on its fashion endeavors. In 1997, as the first Luna Rossa challenge was launched, Prada introduced Linea Rossa, a line of technical sportswear designed for their sailors. This collection, which continues to dress the team, has become a key element of Prada’s overall brand identity.
Lorenzo Bertelli, Prada’s CMO and Head of CSR, explains, “Prada has combined the knowledge gained from developing technical sportswear for the Luna Rossa team with Prada’s aesthetics, resulting in the Linea Rossa collection.” He adds, “The attitude to introduce technical fabrics and refinements typically belonging to sportswear into the everyday formal wardrobe embodies Prada’s unconventional spirit.”
Linea Rossa embodies this spirit with garments, footwear, and eyewear rooted in the performance demands of sailing. The line’s functionality and robustness are high-spec, akin to industrial design rather than traditional fashion. This focus on performance hasn’t prevented Linea Rossa from finding its way onto Prada’s highest fashion podiums. In 1999, it was featured on both men’s and women’s mainline runways, returning again in 2000. The line experienced a relaunch in 2018, coinciding with Prada’s move to its new home at Fondazione Prada. It has since appeared in key runway moments, including the spring 2020 show in Shanghai and the spring/summer 2021 digital presentation.
This year, the Luna Rossa Prada Pirelli team seems poised to make a strong run in the America’s Cup, potentially earning the right to face New Zealand in the final. A victory for the team would undoubtedly bring another exciting moment for Linea Rossa on the runway, further solidifying its unique place within the Prada universe.
