Prada's Digital 'Show That Never Happened'

The digital presentation of the new collection consisted of a series of 5 short films. Willy Vanderperre, Juergen Teller, Joanna Piotrowska, Martine Syms and Terence Nance were invited to work on the project. The whole thing turned out a little schizophrenic, truthful and concise. The honest collection, focused not on the modern fashionable, momentary and speedy trends. Rather, we saw the hope for a new life in the form of a floral print peeping out from the predominantly black colour of the collection.
Miuccia Prada stated that the job of fashion designers "is to create clothes for people, that is the honesty of it. That is really the value of our job — to create beautiful, intelligent clothes. This season, we focused on that idea: it is about clothes, about giving value to pieces. The clothes are simple, but with the concept of simplicity as an antidote to useless complication." "This is a moment that requires some seriousness, a moment to think and to reflect on things. What do we do, what is fashion for, what are we here for? What can fashion contribute to a community?" Mrs Prada expressed in her seasonal letter to the press.