To Rage Against the Algorithm is Human at Prada
Review of Prada Spring 2025 Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
Hit-making, individualism rules, reboot
What were Prada’s co-creative directors trying to tell us with their casting choice that saw gender non-conforming models open and close the show? That to be human is to be met with the unexpected? And as the brand is one of plurality the notion of who walks their Donna show can be too.
We come to the expect a level of cohesiveness or harmony as we view a collection, whether that’s in colour, fabric choice, or print. Helping each section of a runway show flow from one into the other, but the Prada way has never been to follow convention. In todays show notes the team admitted that there was a dedication to the individual with “every look a unique reflection of their present”. Which in today’s world that exalts identical styling and ‘hero’ products completely saturating the market, it takes a brave brand to push the idea of individual style once again. And Prada are a brand who do make it easy as each look played into a different personality type.
Mentioned in the notes was the (notion) of the superhero, the ultimate expression of the individual flawed as any human, but also powerful in their transformation. There is no better example of putting the individual on a pedestal than in the DC and Marvel worlds of comic book heroes. Think superman, Batman, Wonder Woman, and spider man, no two are alike, and who they are as individuals is their super-power. Those bug-eye sunglasses may also find their way onto the red carpet at the next comicon convention.
They also challenged “the theory of chronology” by revisiting some of their designs from across the eras, which managed to coexist effortlessly with their ideas for the future. And like a number of other designers who have brought back fan favourites this season, they shouldn’t make the mistake of underestimating demand, for their reissued footwear in particular. I predict their rubber dipped Mary-Jane’s will illicit an extremely long waiting list alone.
We may believe that we have an encyclopaedia of knowledge at our fingertips, as the invention of the internet opened up the world to those who live in even the most remote regions, but what is now dawning on us is that the rise in the use of algorithms – by everyone from pet food brands to beauty suppliers – is controlling the infinite possibilities of what we could consume. Which is being filtered out against our will by “finite instructions” leaving no room for true discovery in todays world. Miuccia Prada and Raf Simons answer to hacking the algorithm was to return to what is human, acknowledging that “humanity can be defined by its unpredictability” in today’s notes. Change is a constant challenge for creativity, however it often breeds the best work from artist – adversity over the algorithm.
THE DIRECTION
THE QUOTE
I was very nervous for this show, much more than usual, because it was a different approach, instead of having three or four themes we were trying to do the whole in our way…[in response to algorithms] It seems like we are directed by algorithms. So everything we like and know is because other people are instilled in us.
Miuccia Prada & Raf Simons, Co-creative directors, Prada
THE WRAP UP
It is widely acknowledged that to stand out as an individual, in a time of information overload and mass exposure to (nearly) everyone in the world at any time, will mean a fight against the algorithm. Speaking backstage the co-creative directors talked about wanting to explore this concept, as without even realising it we are losing our ability to think for ourselves. Do we even know what styles we like or what will suit us, or are we simply following a trend because the algorithm told us too?
Explored in their own way this existential questioning led to todays collection highlighting the fact that it contained no themes, but simply put it was an individual exploration on what its like to go it alone, much like the superhero mentality mentioned as one of todays tropes.
