Prada, the Italian luxury label renowned for its subversive silhouettes and ugly-chic innovation, hosted a lively party last night in London. The event, which took place at the brand’s flagship store on Old Bond Street, celebrated the striking new collection by artist Cassius Hirst – better known simply as Cass – who has partnered with Prada Linea Rossa to reimagine its iconic America’s Cup sneaker in a limited edition range of special pieces. Each pair is totally unique, with labels featuring the artist’s distinct signature. 

With guests including rapper Backroadgee, model, poet, and activist Kai-Isaiah Jamal, and journalist Susie Bubble, attendees were treated to a colourful range of cocktails and canapés, as well as a live DJ set by Skinny Macho. Here’s what went down.

IT TOOK PLACE AT THE PRADA FLAGSHIP STORE

Located in London’s Old Bond Street, guests meandered down the store’s mirrored, checkerboard corridors, with Cass’ technicolour sneaker collection front and centre. White Negronis and champagne featured on the drinks menu, as did a special range of non-alcoholic matcha smoothies – served in bespoke Prada smoothie cups, no less. 

THE PARTY CELEBRATED THE LAUNCH OF THE PRADA x CASS COLLECTION

Having designed sneakers for everyone from A$AP Rocky to Rihanna to Virgil Abloh, Cassius Hirst is known for his hand-painted, sculptural designs that pull inspiration from popular culture. For his customised capsule collection, launched in four styles and 22 variables, the artist used a scan of his own brain, a symbol which holds significant meaning for Cass.

“The brain scan represents hope and knowledge in a world of shadows and uncertainty,” he said in a statement from Prada. “The brain is where the thoughts happen – for me it all became about creativity and the creative process. I’ve learned that sometimes we have to look inside ourselves to see what’s really going on. We shouldn’t be afraid of that.”

THERE WAS A LIMITED RUN OF SCREEN PRINTED POSTERS

In preparation for the night, Cass teamed up with Nigerian skatewear designer and Virgil Abloh collaborator Slawn on a limited-run of screen-printed posters in honour of the new collection. Featuring the same brain scans as the sneaker design, the posters were rendered in bold blues, pinks, yellows and blacks, with bold graphics and animated characters drawn with marker pen, courtesy of Slawn.

IT WAS ACCOMPANIED BY A STILL AND MOTION-IMAGE CAMPAIGN 

Upon entry, guests were greeted with a digital installation by French photographer Axel Morin, which featured a surreal performance that showcased the Prada x Cass sneaker styles and custom-made, one-of-a-kind masks. The soundtrack also included music specially created by Cass to complement the vibe.