Raf Simons and Miuccia Prada are the new co-creative directors at Prada

By Rujuta Vaidya23 February 2020

Everything you need to know about the new direction at Prada

The dynamic landscape of fashion and relocation of creative forces sometimes results in serendipitous unions and sometimes not. One merger that that industry insiders have been willing for since very long is that of Raf Simons taking the helm at Italian luxury fashion house Prada. What’s better? Simons is sharing the responsibilities with Miuccia Prada. Both Simons and Prada have shown utmost respect for each other’s work and their coming union will no doubt result in excellent performance on the balance sheet for Prada yes, but it is also a moment where fantasy and fashion collide giving hope to the dreamers.

Patrizio Bertelli, CEO of the Prada Group and husband of Miuccia Prada has had Simons on his radar ever since he was appointed creative director at Jil Sander in 2005 which is largely owned by the Prada Group. After his departure from the label in 2012, he took on the coveted role of creative director womenswear at Dior. After three years at Dior, Simons went on to join Calvin Klein as the chief creative officer in 2016, a role that lasted until 2018. At the press conference held today in Milan for what appears to be the most exciting news from fashion month, Simons revealed, “ Mr. Bertelli approached me right after my exit from Calvin Klein... I question the role of creativity in fashion. It brought me to discussions with lots of designers. We have to look at creativity...how can that evolve?”

The press office of Prada put out a statement spoke about the new direction the label will be heading in. “Conceptually, it is also a new approach to the very definition of creative direction for a brand- a strong challenge to the idea of singularity of creative authorship, whilst also a bold reinforcement of the importance and power of creativity in a shifting cultural landscape.” The newly appointed co-creative directors will be putting out their first collection in September 2020 for spring/summer 2021. Miuccia Prada reiterated that move was not indicative of her retiring anytime in the near future. “I’m extremely happy to start this new phase, it’s certainly going to be extremely exciting. ... We like each other, we respect each other, and we’ll see if we go somewhere,” she said.