The Italian fashion house Prada will dress NASA astronauts. The brand announced its entry into the program. space industry at an event held on Saturday (June 6) in New York, when presenting the pieces he developed for the explorers of the American agency.
The partnership is with Axiom Space, A private space infrastructure company that provides services to NASA. The products will be available to the agency and other companies. space travel from 2027.
The main garment presented was named the Liquid Cooling and Ventilation Garment. This garment will be worn by astronauts under their Axiom Extravehicular Mobility Unit (AxEMU) spacesuits on future missions.
The launch took place at the brand's store in Manhattan and brought together executives from both companies. Prada was represented by... Lorenzo Bertelli, marketing director and head of corporate social responsibility.
"We have a really broad set of capabilities and technical knowledge," Bertelli stated during the event.
Representing Axiom Space were Jonathan Cirtain, president and CEO of the company, Russell Ralston, senior vice president and general manager of extravehicular activities, and Sonya Gavankar McKay, director of digital strategy.
Why fashion looks to space
Commenting on the agreement, luxury brand strategist Thomai Serdari, a marketing professor at New York University, described the move as "a concrete partnership as the space exploration and space tourism sectors continue to develop."
The expert, interviewed by the New York Post, pointed to two factors behind Prada's interest. According to her, the company wants to "win over high-spending consumers who are considering space travel" and "associate the brand with an image of innovation and cutting-edge thinking."
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