Prada announces Raf Simons as co-creative director with Miuccia Prada
In an unprecedented move that has the fashion world spinning — with joy — Prada has announced that Raf Simons will join Miuccia Prada as co-creative director of the brand.
In an unprecedented move that has the fashion world spinning — with joy — Prada has announced that Raf Simons will join Miuccia Prada as co-creative director of the brand.
Both designers are considered not only two of the most creative in the fashion industry, but singular talents that are known for their intellectual rigour and innovation, with their eyes set firmly on the future.
The partnership was announced at a news conference in Milan at the end of the city’s fashion week.
“I am not here to announce my retirement to you nor my succession,” said Prada at the conference.
“On the contrary, this is a new breath of fresh air for me, a very exciting new adventure.
And I’m probably going to have to work even harder than before.”
At a time when luxury houses are turning over creative directors at pace in fashion’s own version of musical chairs, this is a bold statement that creativity remains at the heart of Prada.
It could also be a game-changer for the luxury industry, which is increasingly run by conglomerates with an eye on the bottom line.
While collaborations between brands are commonplace, this marks a first for two designers at the top of their game to join forces for the betterment of a single brand.
The Prada Group remains independent, and in 2018 reported revenue of 3.14 billion euros; along with Prada, it also owns sister brand Miu Miu.
The partnership will encompass all creative facets of the brand, “with equal responsibilities for creative input and decision-making”, according to a statement.
“As times change, so should creativity. The synergy of this partnership is far-reaching. It is a
reaction to the era in which we live — an epoch with fresh possibilities, permitting a different
point of view and approach to established methodologies.”
The first results will be seen on the Spring/Summer 2021 catwalk in Milan in September.
At the conference, Simons said that the fashion industry was moving towards “excluding creatives”.
“I see more and more the possibility of having a strong business without strong creation,” he said. “That is something we do not agree with, Miuccia and myself, and I know for a fact many designers do not agree with.”
Prada added: “It is true we need to reinforce the creative aspect in the business. We like each other, we respect each other and we will see if we go somewhere.”
Patrizio Bertelli, Miuccia Prada’s husband and company co-chief executive with her, said: “It is the first time in the history of fashion that two such important stylists and of such statures will be working together.
“The Prada group has always been capable of anticipating global changes in fashion and we are still showing as much today,”
Simons was most recently the creative director across all facets of Calvin Klein, from its luxury catwalk offering 205W39NYC to its denim lines.
The company cut his contract short in December 2018, standing the Belgian designer down after just 18 months after sales did not hit expectations.
They then dropped the catwalk line.
Prior to Calvin Klein, Simons was creative director of Dior for three years, and maintains his own menswear line.
Miuccia Prada will continue to oversee Prada’s sister label, Miu Miu.
The relationship between the two creatives dates back to 2005, when Simons was hired to design for Jil Sander, then controlled by the Prada Group. He remained there for seven years.
Simons officially starts at the company on April 2.
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