Prada Linea Rossa Impavid, rising to the challenge

Prada Linea Rossa Impavid, rising to the challenge

Contemporary aesthetics and technological excellence. Inspired by sailing, the new glasses in the Prada Linea Rossa Impavid collection offer the utmost functionality and high performance in any weather conditions. 


Both the sunglasses and the optical models feature a dynamic design, distinguished by perforated temples and rubber details that ensure a snug and comfortable fit.The collection is completed by a third sunglass model with a wraparound, sporty and ultra-light frame, marked by the iconic Red Line on the front bar. 

All Prada Linea Rossa Impavid models are presented in a campaign that depicts the sailors’ challenge and transports viewers to the ultimate goal, the conquest of the America’s Cup. This new chapter of Prada Linea Rossa Eyewear was created in collaboration with the new generation of sailors from the Luna Rossa Prada Pirelli team, winner of the 2021 Prada Cup. Thanks to this well-deserved victory on 20 February 2021, the team qualified for the America's Cup starting March 10 in Auckland.

The campaign was launched in the Australian and New Zealand market through dedicated Sunglass Hut and OPSM front doors. Thanks to an original and innovative consumer activation, the stores have been set up with Virtual Reality sets that give the final consumer the immersive experience of a regatta with the team's sailors, projecting them into the world of Luna Rossa.

Published on Mar 11 2021