Prada FW 2017 normality is new existenz minimum of fashion

Prada FW 2017 is the celebration of normality which becomes the exceptional ability to be in step with times. A person like Miuccia doesn’t need a lot to stay in the forefront. This is because of her way of thinking and seeing fashion in such an updated way. Even when those looks on the catwalk may be traced back to those shot by our fathers in the 70’s. Corduroy pants, leather jackets with fur belt, mutton and handmade sweaters with simple and colorful patterns .

Prada FW 2017 what is contemporary today

Today, like yesterday, contemporary is what happens in our time. Updated to the society we live in. Modern in the sense of being attractive beyond a fad trend. This is what Miuccia Prada knows well. It’s what she perfectly knows since the nineties when she has started bringing on a catwalk a different idea of beauty. Which is not something related to “ugly”, as many like to call it, but rather it is something neither built, nor necessarily glamorous. It could be about weakness, something that does not glitter.

Even in fashion there is even more and more design, it is always looking for something extra that gives meaning to the work that you do. But perhaps the true meaning is found in simplicity, in the normal things – Miuccia Prada nel backstage

Fashion and architecture in Prada FW 2017’s aestethics

You need to get rid of ornament. This does not mean giving up with details and research. It means thinking about the essence of normality as a new aesthetic. Starting from the catwalk itself, a container that can accommodate the everyday. An industrial space designed like a contemporary loft, furnished minimally by OMA. Beds, sofas and shaped polished tiles.

A sort of new Existenz minimum where waste is reduced and everything is functional. A way to warm and cover the body with simple and effective details. A combination of shapes and graphic elements that are what they are, without the need to dazzle.

Here is where “primitive meets domestic”.