Polar Skateboards pro skater Nick Boserio has teamed up with Italian luxury fashion house Prada for a new skate campaign filmed and photographed by Chris Middlebrook.
The latest edit brings Prada Beauty into the skateboarding world, with Boserio skating through the streets while representing Prada’s Paradigme fragrance.
It is an interesting pairing, putting a high fashion fragrance brand alongside the raw, everyday setting of street skating.
The message is pretty simple.
You can spend the afternoon skating spots around the city and still want to smell good while doing it.
Middlebrook shared the campaign on Instagram with the question:
"‘What if there is another way to live more intensely?’ Paradigme by @pradabeauty @nickboserio
#pradaparadigme #pradabeauty #AD
#fragrance"
The post featured Boserio alongside Prada Beauty’s Paradigme fragrance and included the hashtags #pradaparadigme, #pradabeauty and #fragrance.
Prada getting involved with skateboarding also fits into a larger shift that has been happening around the culture.
Skateboarding has become increasingly attractive to luxury labels, especially after its inclusion in the Olympic Games brought even more attention to the scene.
READ MORE: Olympic Silver Medalist Jagger Eaton Passes Flag From Paris 2024 to LA 2028
As we previously reported, Nyjah Huston has also entered the personal care space with his deodorant brand, Out There, giving skaters another option for staying fresh before and after a session.
READ MORE: Nyjah Huston Drops “Out There” Body Care to Make Skaters Smell Good All Day
For Prada though, working with Boserio gives the brand a direct connection to skateboarding through someone who actually spends his time skating and appearing in skate media.
This is another example of luxury fashion finding its way into the culture without completely separating itself from the streets.
Boserio’s Prada appearance may be for a fragrance campaign, but the setting still looks like skateboarding first.
It is a simple combination of street skating, fashion and personal care, with Middlebrook behind the camera.