Prada turns to cinema with short film

Prada is well-versed in blending art with fashion, making the European brand one and the same through a constant process of research and synergy. The latest Prada project to embrace this philosophy is the 'Past Forward' short film, created for the fashion label by US director, David O. Russell.

The film, all in black and white, is approximately 20 minutes long. Clips from the short were previously broadcast during Prada's last womenswear show in Milan in September -- displayed on giant screens hanging above the runway, creating a high-impact event.

'Past Forward' has now been shown in its entirety at screenings organised worldwide over the last few days, and it was launched on the Italian firm's website on last Thursday.

The project was conceived during a meeting between the label's Creative Director, Miuccia Prada, and Russell -- director of hit films 'Silver Linings Playbook', 'American Hustle' and 'The Fighter' -- "around the edges of a conversation," which touched on "the connections between the future, the present and the past."

"Mrs Prada gave me the opportunity of directing this film as though it was a dream, a blend of eeriness, suspense, fear, beauty, conflict, romance, love, identity and time," explained David O. Russell.

The film's atmosphere is drenched in enigmatic undertones, à la Hitchcock, hovering between dream and reality. The story follows three timelessly elegant women, wearing Prada: brunette Freida Pinto, blonde Allison Williams and Sudan-born Kuoth Wiel, who all live through the same high-adrenaline chase and providential romantic meeting with a man.

The scenes repeat seemingly endlessly, within an ambience at once familiar and futuristic.

"In 'Past Forward' I saw the opportunity of taking a cinematic journey to the heart of different layers of filmic memories, of slices of life and emotions, with no other intention than creating art," summarised David O. Russell.

Prada turns to cinema with short film

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