May 9, 2021

Prada is sublime on the catwalk, but financial uptick is still to be felt

Women dominate the decor and the soundtrack in spirited display of defiance by designer Miuccia Prada

It is unfortunate for Prada that, in 2017, being compelling on the catwalk is like being rich in Monopoly. Sublime though the new collection shown in Milan was, with figures showing an 18% decline in net profit, what this brand needs is not applause but cold hard cash. Fashion weeks are now just one part of a huge industry where multi-platform success is essential. E-commerce, social media and partnerships with a ground army of “influencers” all matter as much as the show itself. Prada, one of the last of the luxury houses to embrace the digital age, is paying the price for tardiness.

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