Milan (AFP)
The Italian brand Prada opened the fashion show in Milan (Italy) with a counter-current collection of "fast fashion", a trend characterized by a rapid renewal of clothes on sale.
The building of architect Rem Khoolas, headquarter of the house in Milan, served as a backdrop, while in the foreground the guests reflected the spirit of the brand, as well as the stars of the social networks - the Italian Chiara Ferragni and her 17.3 million followers, or Tamu McPherson, a blogger who is also very popular, but also artists such as visual artist Francesco Vezzoli or director Wes Anderson, curator of an exhibition opening Thursday at the Prada Foundation.
"I did not want to make fashion, I wanted to create a style, a collection of basics that will remain essential for a long time, breaking the fast pace of fashion," says Miuccia Prada, artistic director of the brand .
A spirit of rupture that the brand has already begun by announcing a few months ago the decision to no longer practice sales on its collections. This radical commercial policy aims to restore value and claim the longevity of the brand's creations.
"We produce a lot, we throw, we forget ... It must change and we must find the attachment to the clothes that we buy," says Miuccia Prada. The intensive production of clothing by some brands has negative consequences for the environment, while the textile industry is among the most polluting on the planet.
On the catwalks, simple looks: tailored trousers with a classic cut, a little white-collar coat, a seventies filigree spirit that gives a retro taste to the collection.
Earlier in the day, the young Italian designer Tiziano Guardini, known for his eco-friendly fashion, wore an "Earth needs Heart" T-shirt when he greeted his audience at the end of the parade of his new Spring-Summer 2020 collection.
Inspired by the myth of Atlantis and the ancestral link between humanity and nature, her collection focuses on ecological fabrics and materials.
The sirens, newts, ancient statues, corals, seahorses, jellyfish and other marine plants that populate the runway prints were all produced by traditional silkscreen silk by the master of the genre, Mantero, the only one allowing the use of certified dyes not pollutants.
© 2019 AFP