Brand Spotlight: Prada

Prada’s always been a fashion frontrunner, but this season we’ve seen a reignited passion for the Italian brand. From that cult beach bag to heeled slingbacks with a contemporary edge, here’s why we can’t get enough of it.
By Elaine Lloyd-Jones /

The Reinvention At The Top

A lot has happened at Prada over the past couple of years – but two changes in particular have given the brand a more youthful and current lease of life. First, in February last year co-chief executive officer and designer Miuccia Prada announced an ongoing creative collaboration with designer Raf Simons, who now shares the creative stewardship of her eponymous brand. His experience at cool brands like Jil Sander and Calvin Klein have merged seamlessly with Prada to give it a bit of minimalist edge, while his time at Dior gave him the necessary experience to steer such a large ship. 

Having also introduced a limited run of Re-Nylon accessories, all crafted from a sustainable Econyl yarn that can be recycled indefinitely, sudden, overnight demand for the nostaligic products – a symbol of Prada’s dominance in the 90s – led to an expansion of the capsule collection across Prada ready-to-wear, accessories and footwear. 

The Current Season 

Simons' and Miuccia Prada’s first shared collection was simultaneously presented live from both Milan and Shanghai – a move which signalled the brand’s intention to build a worldwide community. In blending the two designers’ aesthetics, it brought together elements of formal and casual, resulting in a high fashion collection that felt uncomplicated and easy. The satin miniskirts – already a sell-out item – featured long trains, a 21st century twist on an otherwise traditional silhouette. “Trains, corsets, evening gowns. These things that are historically beautiful — they are interesting, but we want to disturb them,” Simons said of the collection at the time. 

The Iconic Logo 

Prada’s inimitable logo, first introduced in the 80s, has been slowly permeating through the brand’s collections once more – simultaneously reminding customers of its heyday and heritage. Whether a simple triangle symbol on ready-to-wear, on the side of hats, placed on top of slingbacks or emblazoned on bags, its iconic status has been fully restored. When it comes to instantly recognisable fashion, it doesn’t get much better.

The Social Media Boom

From Kendall Jenner’s custom-Prada Met Gala dress and Rosie Huntington Whiteley’s casual tote to the summer raffia bags you’ve seen all over Instagram, it seems everyone is throwing their support behind the brand’s cool, new and contagious spirit. 

 

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