Prada on the Moon: A New Frontier for Luxury

As brands look to the future, Prada just delivered a masterclass on cultural relevance. 

With the first woman set to land on the moon wearing a Prada-designed spacesuit in 2026, we’re reminded that luxury is no longer confined by old codes (while there will always be a place for the “Aperol sipping moment on a yacht off of Capri” those moments are becoming less aspirational, especially for younger generations). 

It’s about new luxury codes that are driving consumer psychology.

Over the past year, we at KINDUSTRY have developed substantial research and insights on the mindsets of Ultra-High Net-Worth Individuals and their desire for new codes of luxury, such as longevity, liberty, stealth wealth, deep exploration, awe, and wonder (for example, sea submarine expeditions, unfortunately not well executed, spacewalks, and luxury bunkers).  

In this bold collaboration, Prada has not only embraced cutting-edge technology but also celebrated the progress of women in history and STEM. From pioneering fabrics to avant-garde store designs with Rem Koolhaas, Prada’s legacy of innovation and craft continues to shine.

For brands, this is a powerful example: thoughtful initiatives like this should be rooted in your brand’s DNA and align with the new codes of luxury - be they under the sea or in outer space.

Let’s champion strategic creativity, cultural relevance, and inspiring collaborations that make a difference.

See more here.