It was happening even before it had happened. Cocktails at the fabled Galleria Marchesi was accompanied by around 300 screaming K-pop fans and a hefty police cordon and security. Enhypen have been in town, here for the Prada show. Fast forward to the next day to the Fondazione Prada where the super fans had camped overnight and would’ve put any 80,000+ stadium to shame. Such was the screaming. Prada does tend to raise passion in people. SS25 was worth the pre show hype - a standout and one of our favourites since Raf Simon‘s joined Miuccia Prada making them the powerhouse design duo- the “plurality of Prada”.

This collection was inspired by the seemingly endless time warp that we are all stuck in, an endless quest for information and a vortex of algorithms. “We wanted not to critique but to engage with this idea, to open a dialogue inspired by our cultural moment,” Mrs Prada said. And so they explored its meaning “The idea of choice, of unpredictability as a measure of human creativity, of Prada for each individual.“ This was about creating something unique that cannot be replicated.

Although brands like to push the idea of “full looks” and “no mixing” in their marketing messaging this is not how we dress much of the time and Prada recognises this and this collection took the pieces of a jigsaw puzzle and simply tried to fit things together. A terrific fan shaped shoe - a collectors piece and recalled those flame heeled shoes; a raffia soled creeper was shades of the the past; leopard and green coats were cotton printed to look like fur, super charged nostalgia; a bias cut sheer silk dress over knit green all over bodysuit was almost grunge. The models delivered hard and fast and scowling, with a sense of rebellion. Hair nicely unkempt.

“We thought of each individual as a superhero – with their own power, their own story... They’re all means to express a message, about your own authority, your own personal strength. They can transform your own perception of yourself,“ Raf Simons said. If the algorithms are going to ruin humanity then the intergalactic sci-fi shields were just the job to face the future. This Prada was about outwitting the algorithm and the Internet. Nothing was as it seemed.

prada.com