For years, both Prada and Miu Miu as fashion brands are known to take a back seat when it comes to digital initiatives. However, Miuccia Prada, the Italian fashion designer behind both these labels finally breaks this norm by getting into partnership with performance artist Miranda July, to launch a new exciting app called ‘Somebody’.

For the upcoming eighth Miu Miu Women’s Tales Instalment, the collaboration project will mark its debut at the Venice Film Festival wherein the app will be launched. In the words of Prada group, ‘Somebody’ ‘is the antithesis of this utilitarian efficiency that tech promises’.

Speaking of its functioning, the app works as a message service, where instead of sending the message to the user’s intended recipient, it goes to the user standing closest or the ‘actual recipient’ to the intended recipient. The actual message will then be delivered by the ‘actual recipient’ to the ‘intended recipient’ in real life. To put it clearly, the app enables the desired recipient to receive the message verbally by the ‘actual recipient’ who acts as the sender’s stand in.

Besides, Miranda will also screen a shirt film in Venice to illustrate the use of this app more clearly. Meanwhile, the app is now available on Apple’s iTunes for free.