This is how Miuccia Prada describes the arrival as creative co-director of the Belgian designer Raf Simons, who will design the lines of the Prada brand with her. The Prada - Backstage - Milan Fashion Week Fall/Winter 2020-2021announcement, which had been in the air for some time, in fact marks the beginning of a new era not only for the brand but for the entire fashion system.

«I am very happy with this new phase – commented Miuccia Prada -. The contract with Raf will begin on April 2 and the first collection with Raf will be on the catwalk in September. By this I do not intend to take a step back, nor am I looking for a successor. I’m not that old! “

“Conceptually – reads a note released by Prada – it is also a new approach to the definition of what is the creative direction of a fashion brand, the idea of ​​the individuality of creative authorship is definitely questioned, while underlining the importance and power of creativity in a constantly changing cultural landscape “. “The values ​​and ethos characteristic of the Prada brand remain unchanged: in fact, this radical creative dialogue reaffirms the philosophy of both Miuccia Prada and Raf Simons. It is perfectly in tune with the individual story of each of the two designers: reinvention, provocation, daring exploration and strength of ideas – now together ”, concludes the note.

Raf Simons is currently head of his menswear brand launched in 1995, but was the creative director of the fashion houses Jil Sander (2005-2012), Christian Dior (2012-2015) and Calvin Klein (2016-2018). The designer has also been working closely for some years with Adidas Originals and Fred Perry.

Text Irene Didonè

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