Prada presented its Spring/Summer 2025 women's collection in Milan on September 19, 2024 (local time).

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"INFINITE PRESENT"

We live in an age where we are compelled to navigate a sea of information, constantly bombarded with content. The endless panorama we see on the internet is controlled by algorithms. Algorithms are finite programs of sequential instructions that limit the scope of logical decisions in a fundamentally illogical world. If this description describes the structure of our perception, then what defines humanity is the unexpected, a rejection of the unoriginal and predictable. A conversation is started between these two very different perspectives, inviting everyone to participate.

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Multiple simultaneous realities are a message to each individual. Every look reflects our own present. Prada has multiple facets. By coexisting elements representative of each era, it presents a variety of contradictory perspectives that defy the actual chronological order in which they occurred. The idea of the superhero is a depiction of the importance of individuals and their actions, the power of creativity as a means of transformation.

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Infinite choices create infinite opportunity. Opportunity is presented as an expression of free will: something unexpected, made possible only by human intervention, invention, and irreversible choice. Celebrating people and reimagining Prada, we offer a multifaceted present.

Courtesy of PRADA

Courtesy of PRADA

Courtesy of PRADA

Courtesy of PRADA


Contact:
PRADA Client Service
TEL: 0120.45.1913