"As times change, so should creativity"

Prada announce co-creative directors Miuccia Prada & Raf Simons

24 February 2020



From 2 April 2020, Raf Simons will join the Prada brand as co-creative director, working in partnership with Miuccia Prada with equal responsibilities forcreative input and decision-making. The first Prada collection designed by Miuccia Prada and Raf Simons will be the Spring/Summer 2021 womenswear show, presented in Milan in September 2020.


This partnership, encompassing all creative facets of the Prada label, is born from a deepreciprocal respect and from an open conversation - it is a mutual decision, proposed anddetermined by both parties. It opens a new dialogue, between designers widely acknowledgedas two of the most important and influential of today. Conceptually, it is also a new approachto the very definition of creative direction for a fashion brand - a strong challenge to the ideaof singularity of creative authorship, whilst also a bold reinforcement of the importance andpower of creativity in a shifting cultural landscape.


As times change, so should creativity. The synergy of this partnership is far-reaching. It is areaction to the era in which we live - an epoch with fresh possibilities, permitting a differentpoint of view and approach to established methodologies. It can also be seen as the first steptowards broader scopes of interaction - an initiation of free exchange and collaboration, aquestioning of creative conventions.


Innovation is an inherent facet of the identity of Prada: a willingness to push boundaries, toexperiment, to take opportunities to advance. If the notion of a partnership is to work jointly,the result of that conversation may not only be product but also the propagation of a thoughtand a culture. A pure vision of creativity, with the product a vehicle for these thoughts.


The distinct values and ethos of the Prada brand remain unchanged: this radical creativedialogue, indeed, is a reiteration of the philosophies of both Miuccia Prada and Raf Simons.It is perfectly in tune with each designer’s individual history of reinvention, provocation,brave exploration and the power of ideas - now, brought together.



Image and words supplied by Prada



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