New Swing sunglasses collection by Prada
Prada is flexing its musical muscle this season. In the dimly lit surrounds of New York jazz club, Joe's Pub, the fashion label has just unveiled its new collection of 'Swing' sunglasses. Alongside this, it launched its latest advertising campaign - shot by Steven Meisel - in which beehived model, Angela Lindvall, seductively sings 'Fever', surrounded by dancers decked in A/W 2010's 1950s silhouettes.
Can fashion evoke sounds? Prada certainly thinks so. In jazz speak, 'swing' means the smooth turn from one chord to another, hence the glasses' swooping lines and ivory, black and tortoise shell colours. Like the womenswear collection, the sunglasses are a minimalist update of 1950s vintage femininity.
Prada is also calling on comic book illustrators to take part in its 'Manga Contest', to design a fantasy heroine for a Prada publication (see the Prada website). Of course, the heroine must sport a pair of the Swing sunglasses.
Watch the video of the A/W 2010 collection