Monday, 13 March 2023

The pylon wears Prada


I’ve been known to come back from ski holidays with an Extrawurst or two hidden in my bag along with the smelly socks, and this year is no exception.

For 2023, it’s a very striking campaign spotted on ski lift pylons, of all things. For Prada, no less - and there’s something rather splendidly unexpected about the combination of high fashion glitz and heavy industrial utilitarianism. Like Gucci and trainspotters. The campaign for Prada Linea Rossa may already be in its second year, as the case study from the agency responsible is dated 21/22. alpdest position themselves as “the alpine media experts”, offering out of home advertising in ski resorts throughout Europe. Media opportunities include ski racks, branded gondolas and, yes, 150 lift pylons across Switzerland’s swankiest ski resorts.

Sadly, though, I don’t think I’ll be splashing out on any of the Prada gear, gorgeous though it is. A €4,250 ski jacket is a swank too far for me.

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