2023/11 Prada – Prada Holiday
Details:
Prada
Prada Holiday
Fall-Winter Capsule 2023
Via Monte Napoleone 8, Milan (Women)
Bahnhofstrasse 42, Zürich, Switzerland
Review:
by Peter Hamer
november 18, 2023
Christmas is just around the corner, and even though it’s still more than a month away, the retail world is fully immersed in the festive spirit. Major brands are now in full gift-giving mode, showcasing a wide range of products vying for our attention and wallets. I’ve been part of numerous discussions lately where people express their reluctance to celebrate Christmas due to its perceived commercialism. However, my response remains consistent: just because some view it that way, doesn’t mean it’s a universal truth. Conversely, I’ve also engaged with those who embrace the modern incarnation of Christmas, finding joy in the act of giving and receiving, embodying the spirit of Santa Claus.
Remember my review of Prada’s holiday display last year? I wasn’t particularly impressed, though I recall a disagreement with someone on Instagram who found it delightful. I respect that perspective, but let’s remember, that my reviews are less about artistic creativity and more about the underlying reasons behind a display’s design. I focus on the ‘why’ before delving into the ‘what.’ What’s the point of describing something that you can already see? The review, Peter, the review! Right! Prada has been thriving financially, and I humorously noted on LinkedIn that with Gucci’s decline, Prada has ascended to the top in the Italian fashion industry – a move that I find commendable for its steadiness and consistency.
This year’s holiday display by Prada is a straightforward, frill-free concept that’s easy to grasp, appreciate, and relate to. It smartly caters to its diverse and broad clientele, sometimes making the obvious choice a long-lasting one. The display features giant Christmas ornaments in signature Prada colors (red, blue, green) with a checkered floor reminiscent of their original Galleria Vittorio Emanuele store. Inside these ornaments, you’ll find a plethora of products from their holiday collection. This mirrors their holiday campaign, shot by @willyvanderperre and creatively directed by @ferdinandoverderi, following a similar visual merchandising strategy as their previous campaign, In Conversation with a Flower.
When reviewing Christmas displays, I’ve often pointed out that the challenge lies in incorporating Christmas elements without losing the brand’s identity. Prada’s display is an excellent example of this balance: a classic Christmas symbol merged with a distinct brand element, creating a strong, seasonal showcase that complements the brand. Additionally, their campaign that interweaves these elements sets a coherent narrative.
If a brand can reference something as literal as Christmas and still maintain its unique identity, that’s a testament to its strength. I’m all ears, Prada – continue the conversation!
