Prada presents "The Swimmer"

The bond of Prada with the art world has always been strong. The Foundation inaugurated last May in Milan is the explicit demonstration of that, since it collects all the works that are part of Miuccia Prada and Patrizio Bertelli’s private collection.

Equally evident is the recent interest of the brand for the world of technology and new media: the videos produced and posted exclusively on the company's social networks are more and more frequent. The latest interactive initiative comes in conjunction with the launch of the "Inside Me" bags.

The brand has contacted for the occasion James Lima, film director specialized in visual effects, to create a series of surreal short movies that explore in a fantastic way what hides inside the bag of a woman. In the first short film online today, "The Swimmer", the bag’s zipper opens the scenery to a urban aquarium, filled with goldfishes swimming surrounded by marine plants. About the relationship between cinema and fashion Lima said: "I love fashion because people in fashion do something genius and then they throw it away the time of a season”. How to blame him?