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Prada Plans to Host Dual Runway Shows in Milan and Shanghai

This September Prada is not only returning to the physical format, but it’s also doubling up the show experience.

The luxury brand will unveil its spring 2022 women’s collection, designed by co-creative directors Miuccia Prada and Raf Simons, with two live runway shows that will happen simultaneously in Milan and Shanghai on Sept. 24 at 3 and 9 p.m. local time, respectively.

Named “Synchronic Views,” the format will actually combine the physical and digital experience. In fact, the guests at both shows, which will present exactly the same collection shown on different models and in complementary sets, will be able to enjoy through video screens the simultaneous runway event happening at the same time in a different continent.

This story was reported by WWD and originally appeared on WWD.com. To read the full story, please go to WWD.com.

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