Italian fashion company Prada Group is highlighting the importance of its comprehensive knitwear production process through a new digital series.
The new video vignettes celebrate the time and attention to detail needed to produce knitwear. They also highlight Prada’s Torgiano workshop as a site of creativity, quality craftsmanship and ethical employment.Within three years, millennial and under-25 consumers will be the dominant demographic in the luxury market, with an estimated 65-70 percent share.
In Prada’s new four-part video series, garment production is the focus but the films also shed light on the family-owned house's sustainable luxury supply chain through employee narratives. However, Prada’s Torgiana studio is a far cry from industry images of physically abused workers and shoddy labor practices. The well-lit production house employs over 120 artisans, technicians and garment workers, who are both Italian and non-native.
Michela Moscatelli, a"rammendatrice"— Italian for mender — explains her job role in the next video. Ms. Moscatelli calls her workplace “a place of pride” and is seen hand sewing a playful image onto a sweater.
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