“Prada is always at the forefront of taking risks,” Tiffany Hsu, fashion buying director at MyTheresa.com, tells Vogue ahead of the July 4 launch date. “Prada prints never go out of style; they are bold, artsy, colourful and always make a statement. Resurfacing archive collections is very relevant to a younger customer, who is interested in a vintage appeal and '90s aesthetic.”
The e-commerce site tapped Atlanta-based R&B artist Abra to showcase the collection through a series of moving images sound-tracked to her handily titled single “Fruit”. “Abra’s personality and style is all about contrasts – she uses streetwear pieces and oversized tomboy styles in a very feminine way, which is exactly how our customer wants to see them worn,” Hsu explains of why her youthful streetwear vibe seamlessly straddles both brands.
The singer describes the experience as “an honour" and praises Prada’s “iconic influence” on her own wardrobe, which is “always changing, but minimal, sporty, nostalgic and fun.” As Hsu predicts, the white heels with hot-pink flames are Abra’s favourite, and she’s eyeing them up for her next music video. “Prada has taken something iconic and brought it back in a new, refreshing way that’s appealing to a millennial luxury shopper, who perhaps wouldn’t have purchased something like this six years ago,” Hsu asserts.
With two hoodies, five dresses, three tops, two cashmere jumpers, two bags, a bucket hat and three shoe styles in the edit, which is priced from €250 to €1,150 there's plenty of new cult pieces for millennials and die-hard Prada fans alike to snap up.