The new Prada pop-up store, which debuts at The Selfridges Corner Shop in London on 5 April
2024, creates a captivating atmosphere along with an exclusive offering of men’s and women’s
ready-to-wear and accessories.
Prada has created an imaginative garden on the ground floor of the department store, among the
building’s white columns and other classic architectural features. This suspended, timeless space
defies definition; it is a poetic and intriguing elsewhere that immediately invites visitors to enjoy a
quiet moment of escapism and introspection, a gentle break from everyday life. In the evocative
images of natural landscapes and lush meadows that surround the environment, visitors can
immerse themselves in the peak of springtime, as if joining an imaginary picnic.
The free-spirited nature of this original outdoor setting inspired by English gardens permeates the
wooden furnishings and the special product selection, created for the occasion and unveiled here
for the first time. It offers a reflection on Prada’s past and present identity: eccentric pairings meet
classic patterns, while the fabrics and artisanal techniques evoke the brand’s history.
The collection comprises feminine garments in light materials with a romantic countryside flavor,
accompanying tailored denim and jersey garments, skirts, and knitwear, as well as lingerie – bras,
bodysuits and tights – in ultra-light fabrics, tulle, and organza. These styles are joined by lustrous
silk skirts and tops, as well as dresses and miniskirts in brocade fabrics or with jacquard designs,
either covered with sophisticated floral motifs or boasting various pastel hues and natural colours.
The majority of the bags are made from fabric, including the Re-Edition 1978, enhanced with
Saffiano leather details and available in natural shades or bright colours, while crocheted designs
and wicker bucket bags are also on display. Women’s outfits are punctuated by sandals a rubber
cage style in an array of colourway.
The men’s ready-to-wear selection is characterized by shirts with bright prints and archetypal
striped and floral patterns, to pair with denim, poplin, and canvas garments in natural shades
ranging from khaki to mineral tones, light hues including sky blue and cream, and various brighter
colours. Crocheted bags are available in tote or crossbody styles. Warm tones – from cork beige to
tobacco brown – enrich the colour palette seen on the fabric and leather bags. The footwear
selection includes loafers and cage sandals, plus sneakers in a range of new hues.
