AMO designs cabin "reminiscent of architectural models" for Prada menswear show
Dutch studio AMO has created a small cabin and picket-fence-lined path as part of the set for fashion brand Prada's Spring Summer 2025 menswear show.
Designed to evoke fairytales, the set was created by AMO, architecture studio OMA's research and creative studio. It featured a small hut lifted three metres above a winding path from which the models emerged.
"The raised set suggests the idea of a hut perched on an imaginary hill," OMA associate Giulio Margheri told Dezeen.
"The runway is designed as a winding path framed by picket fences that leads down to the audience, creating a fairytale-like atmosphere."
Located inside the Deposito space in the OMA-designed Fondazione Prada art gallery, the set was framed by a 10-metre-tall concrete wall.
Constructed especially for the show, the wall was designed to contrast against the glossy white-painted set on which the models walked. It will be recycled after the show.
"The 10-meter-tall grey concrete wall creates an abstract box within the Deposito that focuses all attention on the set," Margheri said.
"The hut's glossy white appearance, reminiscent of architectural models, contrasts with its detailing, creating a tension between its abstract and realistic elements."
The overall set design was created by AMO to be paired down to the essentials.
"The set embodies the concept of a primordial simplicity, which is understood here as paring down to the essentials," Margheri added.
The clothes themselves had clean lines and were purposefully creased to create "signs of living", Prada said.
Among the playful details decorating them were paintings by artist Bernard Buffet, which were printed to resemble concert t-shirts.
"We wanted to create clothes that have lived a life, that are alive in themselves," explained Prada co-designers Miuccia Prada and Raf Simons.
"There is a sense of spontaneity and optimism to these clothes – they reflect instinctive but deliberate choices, freedom."
Other catwalk designs by AMO for Prada include a set that featured office chairs above a tranquil garden and a set where slime dripped from the ceiling.