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Italian luxury brand Prada has unveiled a set of next-generation undergarments designed for NASA astronauts, marking a bold step into the emerging space industry and positioning itself as a potential pioneer in luxury spacewear.

The form-fitting suit, developed in collaboration with Houston-based space infrastructure company Axiom Space, features integrated ventilation tubing woven directly into the fabric to regulate temperature and airflow.

“We have a truly wide range of capabilities and know-how,” said Lorenzo Bertelli, Prada’s marketing director, at a presentation held at the brand’s Manhattan flagship store, standing beside a mannequin dressed in the new liquid-cooling and ventilation garment.

Johnatan Cirtain, CEO of Axiom Space, added that expertise for developing space-related technologies “can come from many seemingly unrelated industries.”

From High Fashion to Real Space Missions

The unveiling follows Prada’s earlier entry into space fashion in 2024, when the brand first introduced a full astronaut suit. The gear is expected to be used in NASA’s Artemis missions, including Artemis 3 (scheduled for 2027) and the anticipated lunar landing of Artemis 4 in 2028.

Luxury brands have long drawn inspiration from space exploration, but Prada has now moved “from inspiration to direct collaboration,” according to Tomai Sardari, luxury brand strategist and marketing professor at NYU Stern School of Business.

Sardari highlights two key motivations behind Prada’s space ambitions:

1. Access to ultra-wealthy clients seriously considering space travel
2. Reinforcing the brand’s avant-garde positioning in a rapidly evolving market

The revival of lunar exploration and human spaceflight is expected to attract massive global attention, agrees Luca Solca, head of luxury goods analysis at Bernstein. According to him, luxury houses must remain visible and culturally relevant on a global scale.

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