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July 28, 2010updated Feb 11, 2013

Prada Swing Sunglasses Launch Party at Joe’s Pub

By Pardhasaradhi Gonuguntla

New York, NY – Reported by Elite Traveler, the Private Jet Lifestyle Magazine

To celebrate the launch of the new Swing Sunglasses Collection, Prada held a lively event at Joe’s Pub, a New York City jazz club, on July 14. The sunglasses, part of the brand’s Fall/Winter 2010 advertising campaign, is an exciting new addition to a Prada collection focused on sensual aesthetics and modern femininity. Within this collection, the Swing Sunglasses are designed to mold 1950s shapes with the simplicity of 1990’s Prada fashion lines.

More specifically, the line is meant to embody the definition of the jazz term “swing,” meaning the passage from one chord to another. To do so, the sunglasses all include flowing, lithe lines and are shaped to fit a sleek and classy frame.

Joe’s Pub, known for its jazz-geared venues, was specifically chosen to showcase this theme. In addition, the launch party premiered the famous jazz song “Fever” by KaTeY J. Filmed by Steven Meisel, the song’s video is about the Swing Collection and was launched globally as part of the celebratory party.

A main focus of this collection is to make sound visual; a concept that has led to the beginning of Prada’s collaboration with comic book illustrators from around the world. Famous for its multiple collaborations with international architects, designers, directors and photographers, this time Prada will launch a “Manga Contest”. For this, participants will be asked to design a fantasy heroine within a comic strip, featuring the women wearing Prada Swing Sunglasses. With this, Prada hopes to explore the possibilities of how different creative worlds can intermingle without any set rules. The contest will be open to submissions from the evening of July 14 to August 31. The winner’s heroines will become the protagonists of a Prada publication.

Prada Swing will be available at the end of October at Prada Boutiques and selected retailers worldwide. The retail price is $245. For more information on the Swing Collection, as well as the “Manga Contest,” please visit

www.prada.com

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