Backstage shooting FW 20/21


n order to shoot the current FW collection we at Koon have chosen to photograph our products in our hometown, Prato. It is a city that looks to the future. Innovation is a mindset, a willingness to find simple solutions to complex problems and a dependence on flexibility. Source of ideas and stimuli for the production of fashion collections, Prato is a clothing textile center known throughout the world mainly for its carded production cycle, based on reuse. It is also the European capital of prêt-à-porter fashion. Its University Center hosts 30 research laboratories and business services. Restored and regenerated urban spaces welcome new businesses, traditional knowledge and crafts that are declining under the digital wave. The city is changing its appearance with the redevelopment of entire urban areas reinterpreted as creative districts and the creation of a large urban park in the medieval historic center, the design of which has been the subject of numerous studies of international importance, making Prato in all respects a laboratory for the cities of the future. Our expert photographer, Luca Palatresi, together with his team and assisted by the company's style development office, made this photo shoot possible. A special thanks goes to the Shark Wine Bar, for the kind welcome.

A special thank goes to Marcelo and Alessandro for their patient role as model of the day.

Koon, Prato, Italy