Forget Fashion. Prada Wants You Thinking About Neurodegeneration

Forget fashion for a moment. Prada wants us thinking about what’s going on in our brains.

Fondazione Prada revealed its latest exhibit today, Preserving the Brain: A Call to Action, that feels something like a science fair. Stationed at its permanent Milan location, the exhibit features videos, academic posters, and other materials as a "call to action" for brain health awareness, per a press release. It aims to spark and continue conversation about developments in neuroscience, particularly related to neurological diseases like Alzheimer’s and Parkinson’s, and is open through April 7, 2025.

"The themes of prevention and the active role of culture in this field concern everyone and, specifically, younger generations. It is, therefore, crucial to accompany scientific research and dissemination with awareness-raising activities and a program of concrete actions capable of influencing our behaviors, involving those who deal with neurodegenerative diseases on a daily basis, not only from a strictly medical perspective," Miuccia Prada, the Fondazione Prada president (and Prada and Miu Miu creative director), said in a press release.

Preserving the Brain: A Call to Action marks the latest iteration of the Prada-sponsored institution's ongoing Human Brains inititative, which explores the brain from a philosophical and scientific perspective while highlighting gaps in knowledge. Fondazione Prada, established in 1995, also houses permanent collections featuring works by artists like Louise Bourgeois and Dan Flavin.

"We are pleased that this international forum has become, as we had hoped during the first edition, a recurring appointment that helps to connect research centers with each other and with a wider and more heterogeneous community," Prada added.

Learn more about the exhibit, including ticketing details.