With all the fragrances flooding the marketplace these days creating a buzz is no easy feat. Attempting to set Prada’s newest scent – Infusion D’Homme – apart from the crowd, Miuccia Prada has commissioned nine young directors from across the world (Argentina, Brazil, Cuba, France, India, Italy, Korea, Spain and the U.S.) to produce short films inspired by their individual interpretations of the scent.
This is the second time Prada has looked to video to create buzz. The fashion empire called on famed director Ridley Scott to produce a short which was used as an advertisement for Prada’s first women’s fragrance back in 2005.
The project is said to be purely creative with no commercial aim.
That said, a project of this magnitude, despite what Prada spokespeople say, can never truly be without a commercial aim and as such, the nine works are going to be edited into one longer piece by 2-time Academy Award winning film editor Pietro Scalia to portray Prada’s vision of Infusion d’Homme.
The compilation will be shown in select Prada stores and reportedly will launch at a to-be-determined cultural event in either the U.S. or Italy this fall.
A print campaign shot by Steven Meisel and featuring model Rogier Bosschaart will also run to promote the new fragrance. Check-out the commercials at www.prada.com.