One of fashion’s greatest innovators, Miuccia Prada has live-streamed her show for two seasons. Though she finds the new media invasive at times, she acknowledges there’s no going back. “It’s part of the progress,” she says.
What’s your take on the fashion cycle timing?
It’s all so crazy, it’s all wrong, but I’m not sure what the solution is.
We probably should turn around what we show much faster. Right now we care very much about our stores and we try to put in as many new things as we can without exaggerating.
But then again, technically we need some time between the show and when the clothes go into the stores. In our case, all the fabrics are exclusive, which means we need to test what I experiment [with].
Because we sell the collections primarily in our own stores, we can tweak the formula to best suit our needs. So I’m not sure if it makes any sense to change the dates.
How important is it to keep updating the stores’ merchandise with new flashes?
Very. We try not to work around one big collection because we’re trying to rationalize the process of many small collections, which makes it easier. Also, when we work on the flashes, we come up with many new ideas.
How does the prospect of a major show impact your design process?
For me personally, shows make a lot of sense because I would work less without them. I need that kind of tension to really deliver something new. You really make an effort to do your best and to highlight your thoughts for the show.
Do you think live-streaming next season’s show distracts consumers from current retail?
It’s many years [now] that everyone sees everything immediately, and there’s no going back, it’s part of the progress. Sometimes though, the invasion of privacy is terrifying.