Fewer collections and fewer releases for a less bulimic haute couture. It is, in a nutshell, the desire of many. Or at least, the common feeling of those who joined Giorgio Armani in the battle against fast luxury. However, Miuccia Prada turns on an alarm light. “These are important issues, which however imply the end of the industry: you have to be aware of it”. The creative mind of the Tuscan brand, speaking to La Repubblica, warns about the risks of a decrease that is not said to prove a happy one.
The end of the industry
“Fewer products and consumption require a radical rethinking of the production system: it is not a topic to be treated lightly, but on the contrary it implies a great effort”, explains the designer. Who, in light of the desire to regenerate the fashion system, prefers to turn the spotlight on other priorities. “I find instead more and more important and current, not only for those in the fashion business, but for any thinking person – she continues -, the debate on sustainability, from the reuse of materials to zero-impact manufacturing: only four years ago they were vague, smoky speeches. Now it is an increasingly important reality”. It is not a purely theoretical goal. On the contrary, “sustainability is possible thanks to rules to which everyone has adhered. It costs more, but it is feasible”.
Matter of weight
Miuccia stands up to the interviewer asking her if she consider the size of Prada now excessive: the decrease is not really in her horizons. “I’ve never been interested in being a niche – are her words -. If I had to make clothes for a small group of sophisticated, ultra-fashionable people, I would work with my eyes closed, sincerely. I am passionate about dealing with the world, even with those who do not know me, keeping my voice”. Speaking of comparisons, during the interview, which spans many topics, the designer shows great interest in the news in sight. From the synergies with Raf Simons, to the good that the digital fashion week can teach: “I am a supporter of fashion shows, but I will tell you that I liked very much the inclusiveness inherent the videos – she concludes -. It is worth investigating it further”.
- Prada claim that production volumes are not at risk of decrease
- Prada between revenge spending and leather purchases (78% of which are Italian)