Raf Simons will join Prada, an Italian based fashion house, as co-creative director along with Miuccia Prada, who has managed the brand since inheriting the company from her grandfather in 1977.
In an unexpected move for the fashion industry. Both esteemed designers will share the creative responsibilities of the house equally from April 1st.
Earlier this week at a press conference, the partnership was announced and it made headlines. It marked as Simon’s first big move after he left his position as creative director of Calvin Klein in 2018. Prada runs the handbag and fashion empire with her co-CEO and husband, Patrizio Bertelli. It’s estimated worth is $11.4 Billion.
Simons is well known for his creativity and designing menswear at Jil Sander (which is owned by the Prada Group), and earning the label its critical and commercial success over a tenure that lasted 7 years. “I’m extremely happy to start this new phase, it’s certainly going to be extremely exciting,” Prada said at the press conference. As for how long the contract will last, the partnership between the two creatives is as personal as it is professional. “The contract is forever, there is no end date to the contract,” Prada added.
Simons elaborated, saying “ We have to look at creativity… how can that evolve? At this moment, lots of creatives feel troubled, feel the fashion industry is [becoming] an industry where it might move to excluding creatives… We do believe that collaborating could reposition that aspect of the business.”
The designer comments about signaling a return to emphasizing creativity in an industry where the focus has now shifted to other facets of the game.
Signaling a huge cultural shift in the luxury fashion industry, the collaboration marks a brand new era.