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Prada announced yesterday that it will stage its Spring 2020 collection in Shanghai, decamping from Milan for the brand’s second show in China’s largest city. In 2017, Miuccia Prada established Prada Rong Zhai, an almost absurdly beautiful restored mansion where the brand hosts events, including their Resort 2018 show. Prada has not confirmed the location of their upcoming show, however.
HOWEVER part two: on the other side of the world in Los Angeles, on the exact same day, Saint Laurent, which usually shows in Paris, will stage its Spring 2020 show.
Why are designers departing their already glamorous locales? An “exotic” fashion show location is certainly a great way to grab attention and presents more bizarre social media opportunities, and—of course—putting on a show in a foreign city is a great way to build up business there. But how will the world’s fashion media choose? Are you more of a Saint Laurent guy, or a Prada man? Never has brand loyalty been so perilous.
Will any man dare to flex his world traveler rep and leave on China Eastern Airlines Flight 577, departing Shanghai at 9 PM and arriving in Los Angeles at 6 PM? Is the fashion industry actually asking us all to be celebrated traveler Virgil Abloh?
Are you READY to wear the PAISLEY of the GODS and the FLORALS of the IMMORTALS? Because Etro is pumping up its men’s business, shifting from the presentation format it’s used for the past three seasons to a full-on runway bonanza. The time to clad yourself in coke-bottle green velvet is now. Its menswear last appeared on the runway in a coed show for Spring 2018, adding another designer to the group that are spinning out menswear instead of grouping it with womenswear.
Fendi, on the other hand, announced it will combine its men’s and women’s in a show on May 31, in--you guessed it--Shanghai!
“We are all children of Instagram,” Palm Angels founder Francesco Ragazzi said at a talk this week at an Italian fashion school. “I always say these are brands born from a mobile phone.” Do with that what you will!
