The New Generation’s youngsters are the protagonists of the new Prada Eyewear campaign
The essential bond between the power of nature and the world of sailing is at the core of the new Prada Linea Rossa Eyewear Spring/Summer 2020 advertising campaign in collaboration with the new generation sailors of the Luna Rossa Prada Pirelli team.
An America’s Cup campaign is both a sporting and a technological challenge leading to a constant search for the perfect boat - faster and better performing - by use of cutting-edge technologies. Each component is studied with care, down to the very last detail, and the equipment used by the athletes who sail on the revolutionary AC 75 “Luna Rossa” is no exception.
The new Prada eyewear collection reflects these requirements. The PRADA LINEA ROSSA IMPAVID presents two active sunglasses models: the first has a more wraparound design and the second is characterized by an ultra-light frame. The rubberised finish, applied to the inner part of the temples, guarantees resistance and fitting comfort for high performance in different weather conditions.
The protagonists of this campaign are the sailing team members of the “New Generation” a project that involves the integration of ten talented young sailors into the group of expert sailors and stems from the wish to reinforce what has become a constant for the Luna Rossa Prada Pirelli team: giving continuity to the team.
Enrico Voltolini (sailing team member – new generation) started his career in the Star Class and then continued in Finn until 2018 when he joined the team: “Sailing is both science and instinct. In an America’s Cup campaign, as sailors, we can fully explore the most technological and scientific aspects of sailing. The New Generation project allows us to approach a world that is apparently distant from the Olympic classes but very close in several aspects. It is an exceptional opportunity for us to learn and grow.”
Umberto Molineris (sailing team member – new generation) started sailing at age 10 and is a former member of the 49er Italian Olympic team.
“I find these sunglasses extremely ergonomic and their wraparound design makes them perfect for boat use. As sailors we had very specific requirements for our eyewear: it needed to protect the face, especially at the sides, and had to allow optimal visibility even with the glare of the sun, while providing clarity to read onboard displays. For this reason the lenses are multi-layered, with additional mirrored coatings, to provide better protection from the sun.”