Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti
Prototypes Series05 fashion show, Spring Summer 2024, Paris Fashion Week. Photo by Valerio Mezzanotti

From the new world back to the old world of high fashion: PROTOYPES SERIES05

“out with the new, in with the old”?

Swiss upcycling brand from deadstocks, Prototypes is a ready-to-wear fashion label. Founded in 2021 by former Vetements designer Laura Beham and Callum Pidgeon, the brand returns this year with the SERIES05 collection. This Prototype Series tells a story of preservation in technique and spirit, rescuing not only vintage garments, but also curating a series of actors from the present.
Prototypes bring materials, styles, and archetypes from the new world back to the old world of high fashion.

Can you tell us more about the inspiration behind Prototypes and the philosophy of

We’ve been working in the fashion industry for some years before starting Prototypes and realized that it’s simply not sustainable to proceed producing the ways the industry does. The fashion industry is amongst the most polluting industries globally, next to energy and agriculture. It just makes no sense to us that there are trends like producing new garments which look used or destroyed: washing jersey and denim uses thousands of litres of water, which most of the time won’t be recycled. All this led to the wish to work with material that’s already out there, a classic scenario of «form follows function» which is not only sustainable and takes care of the environment, but also allows for the creation of truly unique designs.

What role does individual expression play in Prototypes’ design philosophy? How does the brand encourage customers to express themselves through their own Prototypes?
By reusing and upcycling existing garments and items such as football scarfs, denim, or tablecloths, we produce products which are alike, but never identical. Every product is different and unique. On top of that, we encourage consumers to switch roles and become producers: with our Proto Packs we share our knowledge and try to motivate consumers to create their own one of a kind prototype made from garments of their own wardrobe. Believe us: almost anyone can make a hoodie out of two old sweatpants.
Could you elaborate on the collaborative process between the founders and Betsy Johnson for the SS24 collection? How did that collaboration enhance the brand’s vision?
We met Betsy through our work at YZY and love each other’s work. We think about the same things and our visions are aligned in a way that made the collaboration feel natural and unforced. It’s been amazing to have her support and we are super happy about everything that came from it.
As a Swiss-based brand, how does Prototypes incorporate Swiss design principles into its collections while staying true to its upcycling and repurposing ethos?
As mentioned earlier, we strongly believe in the principle of design that’s «form follows function». In that sense, we share some principles with Swiss design as we don’t include any unneeded decorative or ornamental elements in our work. Winning the prestigious Swiss Design Awards in 2022 gives testament to this, we believe.
How has the response been from customers and the fashion industry since the launch of Prototypes in 2021? Have you noticed any shifts in attitudes towards sustainability in fashion?
Reworking, upcycling, and working in ways which are environmentally sustainable are growing sectors in the fashion industry and the constantly rising interest in Prototypes clearly shows this as well. We’ve been one of the first brands which is fully committed to creating high fashion that’s taking this seriously and not only tries to greenwash their brand. Sustainability truly is part of our core identity as a fashion label. The feedback we got from buyers and customers since putting out Series01 was amazing, as producing unique but scalable collections has not really been done before like this.
What are your future plans for Prototypes? Are there any upcoming collaborations or initiatives you would like to share with us?
We’ll keep on doing what we are doing and have a cool story planned for September. That’s all we can say about this for now, but
If you look closely, you might be able to find some clues.

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