Opening in conjunction with each of the four major international fashion weeks, Prada's Iconoclast Project will see four heavyweights from the world of fashion styling making their mark on four flagship Prada stores around the world.
Commencing proceedings is Alex White of W magazine, who has left the Broadway store in New York with a lasting taste of her artistic vision. While still to come is Katie Grand transforming the London store, Olivier Rizzo waving his wand over the Milan store, and Carine Roitfeld putting her touches to the Paris store.
The Iconoclast project is, in the words of the people at Prada, a chance to highlight Ďthe importance of interacting within the world of fashion at the highest and most creative levelí.
White has transformed the stateside store into a sporadic world of colour-bound mannequins, dotted and herded around the yawning space.
Slouchy, Mini-Mouse-eared models take centre stage in the window display, whilst disembodied legs clad in reptile-print tights and towering heels grow uniformly out of walls. Blindfolded, purse-lipped figures huddle together in a display of the whites, creams and pastels from the collection and teetering piles of sky-high stilettos dot the shop floor, as if discarded.
With New York done and dusted and London Fashion week just around the corner, it was stylist Katy Grandís turn to shake up Pradaís Bond Street store on the second leg of the four-city, four-editor retail remix. As with New York, each city store from London, across to Paris and down to Milan will be made over for the duration of their respective fashion weeks by a leading fashion editor.
Grand, who was given carte blanche by Miuccia Prada, took control of the entire space, including all window displays and both sales floors. Combining the spring womenís merchandise with that of the menís was a particularly intriguing twist - flat lace up shoes paired with contrast socklettes from the womenís show were worthy of note, considering their original pairing with the seasons towering platforms.
The sockletted shoes combined with the creased blazers, crushed coats and cropped knits from the menís spring/summer collection also looked particularly good.
Elsewhere it was Ďvintageí prada from both the brandís recent archives and Grandís own, rather ample, wardrobe that stood out. Pieces from many a memorable collection from the last decade or so, including spring 05 and winter 06, were given a second life mixed in with the current collection.
Offering a refreshingly realistic take on the way real people actually wear Prada, this inter-season mingling was a stroke of genius on the part of the brand Ė and considering Muiccia Pradaís constant seasonal changes, there was a sense of remarkable consistency throughout.
A specially commissioned film by David Sims, shot last week in Cornwall was also shown as part of Grandís vision for the space. The film, featuring Simís skateboarding friends, five burning mannequins and a Cornish skate park was accompanied in-store by a real-life skate ramp.
I absolutely loved seeing all these pictures on prada.com. Alex White's is by far my favorite...stunning, pristine, gorgeous. Would love to see in person.
Liked Katie Grand's, too. Enjoyed how she mixed vintage Prada with the SS 09 collection.
I was actually surprised at how much I disliked Carines...very tacky. There were elements I liked of it, like putting the crinkled python bags in glass displays with rubber snakes draped over and around them, but the decor was very cheesy.