This story originally appeared on WIRED Italia and has been translated from Italian.
“We are witnessing the beginning of a new era, as the internet was in the 1980s. Today access to space is still something for the few, but just as in computing, in a few years prices will come down. Everyone should indulge in the beauty of an adventure.” So said Lorenzo Bertelli, chief marketing officer of Prada, today at the International Astronautical Congress 2024 in Milan, Italy. Yes, that’s right, Prada at the International Astronautical Congress.
Bertelli was excitedly referring to the reveal of the Axiom Extravehicular Mobility Unit (AxEMU)—the fashion house’s collaborative
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