A few brands are staging real-life shows in Milan this season, but Prada once again opted for a digital format to communicate its latest men’s collection. The output consisted solely of a video; no pre-recorded chat between co-creative directors Miuccia Prada and Raf Simons; no Q&A with their fanbase.
That made the experience a bit cold and a bit weird. Without a stated rationale, a Prada collection loses half its charm, as one is left with the clothes, but misses the traditional expounding of the concepts that underpin them, as outlandish and forced they sometimes come across.
The decision was