By Danielle Kaye<\/p>\n
NEW YORK, June 7 (Reuters) – Italian fashion house Prada <1913.F> unveiled on Sunday the inner-layer garment set to be worn by NASA astronauts heading into space, underscoring the brand’s push to \u200cbe the first major luxury player to make inroads in the space industry.<\/p>\n
The body-hugging suit, created \u200cin collaboration with Houston-based space infrastructure developer Axiom Space, features ventilation tubes knitted into the garment.<\/p>\n
“We have really a broad spectrum of capability and \u200bknow-how,” Lorenzo Bertelli, Prada’s chief marketing officer, said at an event at Prada’s Manhattan store, sitting beside a mannequin donning the new Liquid Cooling and Ventilation Garment.<\/p>\n
Expertise for developing space exploration products “can come from lots of seemingly unrelated industries,” said Jonathan Cirtain, CEO of Axiom Space.<\/p>\n
The new product follows Prada’s splashy foray into space fashion in 2024 with the \u200cunveiling of a spacesuit that is expected \u2060to be used for NASA’s Artemis 3 Earth orbit, set to launch in 2027, and the anticipated Artemis 4 moon landing in 2028.<\/p>\n
Luxury brands have long drawn inspiration from space \u2060travel. But Prada has gone “beyond inspiration into an actual partnership” as the space exploration and tourism industries develop, said Thomai Serdari, a luxury brand strategist and marketing professor at New York University’s Stern School of Business.<\/p>\n
Serdari pointed to two factors motivating \u200bPrada’s \u200binterest in the space industry: to gain access to affluent \u200bconsumers who are contemplating space travel, and to \u200calign the brand with avant-garde thought. Companies from Jeff Bezos’ Blue Origin to Elon Musk’s SpaceX have leaned into space tourism for the wealthy.<\/p>\n
The resumption of space exploration and human travel to the moon is “bound to attract a lot of eyeballs,” said Luca Solca, global head of luxury goods at Bernstein. Luxury brands need to stay relevant and visible, he said.<\/p>\n
Prada’s push comes against a backdrop of a struggling luxury goods sector. After two years of contraction, \u200cthe industry was showing signs of stabilization until the Iran war began at \u200bthe end of February, disrupting travel and denting luxury spending far \u200bbeyond the Middle East.<\/p>\n
WILL LUXURY PEERS FOLLOW?<\/p>\n
Other fashion \u200band apparel companies have jumped on the space bandwagon. Under Armour has partnered with spaceflight \u200ccompany Virgin Galactic to create space apparel, while \u200bColumbia Sportswear has worked with \u200bspace exploration company Intuitive Machines on space fabric technology.<\/p>\n
But it remains unclear whether other luxury players might follow Prada’s lead.<\/p>\n
“In luxury, it is important to be the first to do something, to be a trend-setter,” \u200bSerdari said, noting that LVMH’s Louis \u200cVuitton, Herm\u00e8s and Chanel are all interested in space travel but that they would likely find new ways \u200bto make inroads.<\/p>\n
“You will never see the upper crust of the luxury sector copying each \u200bother,” she added.<\/p>\n
(Reporting by Danielle Kaye, Editing by Lisa Jucca)<\/p>\n","protected":false},"excerpt":{"rendered":"By Danielle Kaye NEW YORK, June 7 (Reuters) – Italian fashion house Prada <1913.F> unveiled on Sunday the…\n","protected":false},"author":2,"featured_media":721649,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[49,48,151977,28137,74526,798,5781,91764,61],"class_list":["post-721648","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ca","tag-canada","tag-luxury-brands","tag-nasa-astronauts","tag-prada","tag-space-exploration","tag-space-industry","tag-space-infrastructure","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/721648","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=721648"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/721648\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/721649"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=721648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=721648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=721648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}