Prada enters space race, unveils luxury cooling suit for NASA moon missions

Prada unveiled the inner-layer Liquid Cooling and Ventilation Garment designed for NASA astronauts, developed with Axiom Space, signaling a bold move by a luxury brand into space tech and exploration; the collaboration follows Prada's 2024 foray into space fashion for Artemis missions and reflects luxury houses’ interest in accessing affluent space travelers while keeping brands relevant as the luxury market faces headwinds, with peers like Under Armour and Columbia Sportswear also pursuing space-related partnerships.