MFW: Prada SS14

Friday, 20 September 2013
Colour blocked rainbows, murals depicting women's headshots, sequined bra-tops, knee high athletic socks and teddy bear fur coats. These were just some of the styles seen at Prada's directional SS14 catwalk show in Milan.

The mood was visualised by the commissioning of street artists El Mac, Mesa, Gabriel Specter, Stinkfish, Jeanne Detallante and Pierre Mornet who were instructed to "engage themes of femininity, representation, power, and multiplicity." With huge murals as a backdrop - which wouldn't like out of place in Los Angeles, Sao Paulo or Mexico City - the inspiration began to take shape with the first exit.

What looked essentially like a show of posh girl gangs, Prada next season is selling tribalism. The vivid prints, jeweled detailing and energetic colour added an extra dimension to the sport luxe styling without the collection feeling tacky.

Prada's CEO Patrizio Bertelli is the force behind the company's focus on accessory sales, and Miuccia Prada each season develops products that will dominate the editorial pages to push store sales. The colourful tube socks, clutches and bags are a surefire commercial hit when they become available next year.

Images: Prada SS14

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