Sure, Prada is one of the world's great luxury labels but its dedicated fans don't just buy Prada; they belong to the greater Prada family. Hence why the Milanese label hosts Prada Mode, an exclusive globetrotting club, and Prada Extends, a series of VIP-only live events, bringing the international Prada community together across the globe.
First held in London in November 2021, Prada Extends took Tokyo on the night of July 21, inviting the city's most stylish and a host of Prada ambassadors to experience The Sound Of Prada, the latest in its sensory-driven experiences that began back in 2019.
Musician Richie "Plastikman" Hawtin hosted Prada Extends Tokyo 2022, which is a more layered decision than it may seem.
I mean, don't get me wrong, it follows that you'd enlist one of the world's most in-demand DJs (who just so happens to be the go-to guy for Prada runway soundtracks) to lead a music-driven Prada event but Hawtin is a particularly salient selection for Prada Extends Tokyo.
Not only is Hawtin a veteran on the touring circuit, with plenty of experience in and around Japan, but he's also a certified sommelier of sake, Japanese rice wine, and even holds the honor of being a Sake Samurai, a role conferred by a council representing Britain's Japanese sake brewers organization.
On July 21, Hawkins lead a conversation with Naohiro Ukawa, the mind behind Japanese live-streaming service Dommune.
Dommune hosts a variety of events, broadcasting everything from electronic musician sets and podcasts. Appropriately, it also hosted the Prada Extends livestream.
"Prada Extends has been created out of a desire from Prada and I to unite different creative cultures using design and aesthetics as the central focus," Hawtin explained.
"Prada Extends series builds upon the dialogue I had with Miuccia and Raf while I composed the soundtracks to the Prada shows during the pandemic and continues to explore a strong symbiotic relationship between fashion and electronic music."
Things really got going after the chat ended, as a variety of Hawtin's hand-picked performers took the stage before his own set.
Each was paired with a different visual artist who generated unique visuals based on each set, broadcast onto the digital screen behind the performer and across the event space..
Prada Extends remains on the move.
With Tokyo in the bag, the event is heading to Art Basel 2022 at Miami Beach, Highsnobiety can reveal exclusively.
Prada Extends isn't part of the actual Art Basel festivities, mind you, but is instead supplementing the world-famous art show with a celeb-heavy congregation of stylish folks.