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  • Date
    22 SEPTEMBER 2023
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    Apotropaic Elegance: Prada's SS24 Tongue Out

    For the dawning spring of 2024, Prada unveils a collection that pays homage to a piece of history steeped in elegance and cultural refinement. This sartorial odyssey traces its roots back to 1913, an era when Mario Prada, the illustrious grandfather of Miuccia Prada and co-founder of the esteemed fashion house, set forth on a journey that would leave an indelible mark on the world of haute couture.

    Mario Prada, a visionary voyager with a voracious intellectual curiosity and a profound appreciation for culture, epitomizes the essence that still permeates through every Prada collection to this day. Miuccia Prada, carrying forth this legacy, emanates an elegance so deep-rooted, it's clear it stems from a family founded on culture and sophistication.

    The essence of Mario's wanderlust and insatiable quest for precious and unique artifacts, materials, and craftsmen was to enrich everyday life. Upon his return to Milan, he entrusted skilled artisans across Europe to craft these treasures into composite pieces - exquisite leather necessaires, house clocks, calendars, porcelain, and elegant pochettes - all aptly termed "luxury objects." English silverware, Austrian handbags, Bohemian crystals, Asian silks and leathers, together birthed the unmistakable Prada style, featuring accessories in premium leathers adorned with jewel closures or intricate carvings, each boasting singular details.

    Prada's reputation as a creator of exceptionally crafted objects was solidified from the outset. So much so, that in 1919, the House earned the esteemed title of Official Supplier to the Italian Royal Family, proudly incorporating the House of Savoy crest and the Savoy knot into its emblem.

    In the vibrant tapestry of Prada's Primavera/Estate 2024 collection, a hidden gem from the annals of Prada's archives comes to life. The handbag, an enchanting creation from the mind of Mario Prada, Miuccia's illustrious grandfather, dates back to the early 1913. This masterpiece, carefully preserved over the years, now takes on a new life, brilliantly reimagined to suit the contemporary sensibilities of Miuccia Prada.

    The bag, an evening clutch with a frame closure, unveils a hand-carved surprise a mischievous, elderly figure playfully sticking out his tongue, an ancient gesture of irreverence. This whimsical addition, while delightful, holds a deeper meaning. In the early 1900s, the era of its creation, this cheeky figure carried an apotropaic effect—an act of warding off evil spirits, urging us to forge ahead fearlessly.

    As we journey from the turn of the century into the new, this apotropaic figure takes on a newfound significance, transcending time and culture. It's an emblem of resilience, a testament to the indomitable spirit that propels us forward. This marriage of apotropaic symbolism with a touch of playful irony infuses the collection with a sense of depth and character. It's a nod to a lighthearted Zarathustra, inviting us to dance on the edge, to waltz through the abyss with grace and panache.

    The Prada Primavera/Estate 2024 collection is a celebration of elegance and artistry. Fragments of georgette flutter alongside woolen shorts, reminiscent of the playful days of youth. Silver-jeweled skirts sway with a chain-like fringe effect, while polo shirts in sumptuous cashmere are meticulously embroidered by hand, adorned with crystals and studs. Patchwork-embroidered velvet panné gowns, adorned with crystals, chains, studs, and metal eyelets, evoke a sense of refined extravagance.

    The ethereal "Haze" ensemble in superfine organza and gazar captures our imagination, while the mantra of the season crystals, chains, studs resonates through the collection, an ode to the exquisite craftsmanship and visionary design that define Prada.

    In the Prada Primavera/Estate 2024 collection, we witness a juxtaposition of eras and a convergence of worlds, where a playful tongue-out gesture meets the elegance of crystals, chains, and studs. It's a testament to the enduring legacy of the Prada family, a legacy woven with threads of wit, elegance, and a touch of the surreal.

    This collection is more than just fashion; it's an invitation to embrace the whimsical, to dance on the edge, and to revel in the magic that is Prada.

    AI generated text edited and curated by Gloria Maria Cappelletti

    Image Courtesy Prada Press Office