How Prada Got Its Groove Back

After several seasons of iffy sales, Prada has got its edge back.

How Prada Got Its Groove Back

by Lucy Morris |
Published on

The luxury market isn’t what it once was, and no one knows this better than Miuccia Prada. Last year the creative director of the Italian label was faced with shrinking sales in China and an international community reeling from political upheaval (cough Trump, cough Brexit). After shuttering stores and investing in their accessories line, Prada has finally seen their fortunes trickle in the right direction.


Seeing the positive impact accessible, trend-led pieces had on sales, did Miuccia produce a more commercial collection for autumn winter 17? No. Instead, they doubled down on what the house does best: fashion for the forward-thinking feminist. Prada’s merchandisers may not be happy with Miuccia, but the style set was blown away by her mini manifesto.

We were easily seduced by the gentle curves, feathers and mohair that defined the collection. Yeti snow boots may be a step too far for many, but the feminine flourishes like beaded knitted pencil skirts and fishtail dresses have us strung out.

The house cited the recent women’s marches as inspiration, and you can see that directly trickle down to the collection in the form of man repelling colour combinations like chocolate brown and orange, burnt red tailoring and rebellious biker hats.

This is a collection for women to wear, not to be objectified in. The crop tops and bra tops celebrate womanly curves rather than eyeing them up. This powerful message certainly shows Miuccia has got her groove back.

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Follow Lucy on Instagram @lucyalicemorris

This article originally appeared on The Debrief.

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