This Prada ‘s video has started a new story-line on consumer’s experience.

I would say that womenswear Fashion Weeks are more innovative, and that menswear ones stay more classic. It’s logical, isn’t it? Women are more chaotic-shoppers, we like new things, trends, and wow elements, while men are more practical and calm when referring to Fashion (Even though they gay sector is changing things up a little bit).

However, Prada has impressed me with the way they have impulsed their Fall menswear and Pre-Fall womenswear fashion show last week in Milan.


Nor just the fashion show was sublime, but also the post-show’s communication. The collection was full of Drama, passion, heroism and romanticism symbolized in sailors, Napoleon’s soldiers, and girls waiting back home for the fleet to come in. As the Business of Fashion said, “Miuccia offered an effective way to talk about hard, dark times: hers is a dignified gaze that does not remove the horror, but uses it as a fuel to get forward. Because, you know, escapism is beautiful, but reality always strikes back.”

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After the défilé, the brand released an exclusive video that amplifies the fashion show experience, and that includes details and perspectives that couldn’t be appreciated during the show. The two minutes video was launched in their website, and all Prada’s newsletter subscribers and Instagram followers received a claim to watch it.

In mi opinion this initiative is great, because now all users can experience almost the same than the real attendants to the show – It’s not the same to watch a complete fashion show from your computer, than a 2″ summary of all, emotions included!

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Images from the SS16 advertising campaign

Something is changing: Tom Ford did something similar for their spring-summer16 collection, with a music video in collaboration with Lady Gaga, and Chanel has been doing it already for a while, with its Reincarnation film for the Salzburg Metiers D’Art, or their feminist claim at the SS15 fashion show.

The Fashion industry is in a continuos change that has to be embraced, and fashion shows are living a concrete transition these years. We don’t know yet what will be the final result, but we have gone from a tiny reunion for the most exclusive clients, to big shows where just the Crème de la crème could attend, until now a days fashion shows, that can be watched by everyone through our new best friends, which are called online streaming and social media.

Prada has open a new chapter at the Fall-Winter 2016… Lets see which other surprises await for us during Haute Couture and womenswear. Stay tuned!!

Have a wonderful week.

María Geronico.