Prada unveils NASA moon mission collection, deepening its push into space technology and exploration<\/p>\n
The inner-layer liquid cooling and ventilation garment designed by Prada and Axiom Space\/Reuters <\/p>\n
Italian fashion house Prada unveiled on Sunday the inner-layer garment set to be worn by NASA \u200bastronauts heading to the moon, underscoring the brand’s push to be the first major luxury player \u200cto make inroads in the space industry.<\/p>\n
The body-hugging suit, created in collaboration with Houston-based space infrastructure developer Axiom Space, features ventilation tubes knitted into the garment.<\/p>\n
“We have really a broad spectrum of capability and know-how,” Lorenzo Bertelli, Prada’s chief marketing officer, said \u200bat an event at Prada’s Manhattan store, sitting beside a mannequin donning the new Liquid Cooling and \u200bVentilation Garment.<\/p>\n
Expertise for developing space exploration products “can come from lots of seemingly unrelated industries,” \u2060said Jonathan Cirtain, CEO of Axiom Space.<\/p>\n
The new product follows Prada’s splashy foray into space fashion in 2024 with \u200bthe unveiling of a spacesuit that is expected to be used for NASA’s anticipated Artemis 4 moon landing in \u200b2028.<\/p>\n
Luxury brands have long drawn inspiration from space travel. But Prada has gone “beyond inspiration into an actual partnership” as the space exploration and tourism industries develop, said Thomai Serdari, a luxury brand strategist and marketing professor at New York University’s Stern School of \u200bBusiness.<\/p>\n
Serdari pointed to two factors motivating Prada’s interest in the space industry: to gain access to affluent consumers \u200bwho are contemplating space travel, and to align the brand with avant-garde thought. Companies from Jeff Bezos’ Blue Origin to Elon \u200cMusk’s \u2060SpaceX have leaned into space tourism for the wealthy.<\/p>\n
The resumption of space exploration and human travel to the moon is “bound to attract a lot of eyeballs,” said Luca Solca, global head of luxury goods at Bernstein. Luxury brands need to stay relevant and visible, he said.<\/p>\n
Prada’s push comes against a backdrop of a struggling luxury goods sector. \u200bAfter two years of contraction, \u200bthe industry was showing \u2060signs of stabilisation until the Iran war began at the end of February, disrupting travel and denting luxury spending far beyond the Middle East.<\/p>\n
Will luxury peers follow?<\/strong><\/p>\n Other fashion and apparel \u200bcompanies have jumped on the space bandwagon. Under Armour has partnered with spaceflight \u200bcompany Virgin Galactic \u2060to create space apparel, while Columbia Sportswear has worked with space exploration company Intuitive Machines on space fabric technology.<\/p>\n But it remains unclear whether other luxury players might follow Prada’s lead.<\/p>\n “In luxury, it is important to be the first to \u2060do something, \u200bto be a trend-setter,” Serdari said, noting that LVMH’s Louis Vuitton, \u200bHerm\u00e8s, and Chanel are all interested in space travel but that they would likely find new ways to make inroads.<\/p>\n “You will never see \u200bthe upper crust of the luxury sector copying each other,” she added.<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":" Prada unveils NASA moon mission collection, deepening its push into space technology and exploration The inner-layer liquid cooling and ventilation garment designed by Prada and Axiom Space\/Reuters Italian fashion house Prada unveiled on Sunday the inner-layer garment set to be worn by NASA \u200bastronauts heading to the moon, underscoring the brand’s push to be the 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