Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /usr/home/web/users/a0009655/html/murketing.com/wp-includes/pomo/plural-forms.php on line 210
Prada ideas

Prada ideas

Posted by Rob Walker on January 18, 2007
Posted Under: Appearances,Lux

In the WSJ today, there’s an interview with Miuccia Prada, on the subject of why so many women are “squeamish about fashion.” Prada claims that at one time she thought fashion was “stupid” but eventually changed her mind.

Ms. Prada has come to terms with her profession only of late. “I’ve recently re-evaluated my job,” she said. “I’ve realized that fashion is a very powerful instrument that…allows you to transmit ideas and shape opinion.” ….

Ms. Prada doesn’t have a signature style, like Tom Ford’s dripping-in-sex-appeal look or Valentino Garavani’s Oscar-night elegance. But her attitude is clear: I think therefore I wear.

That’s why she scoffs at those who fall victim to logos instead of developing their own styles. “Buying a $5,000 handbag just because it’s a status symbol is a sign of weakness,” Ms. Prada said. “Daring to wear something different takes effort. And being elegant isn’t easy. You have to study it, like cuisine, music and art.”

Well, a couple of things. I’ve read this point before, that fashion can “transmit ideas.” I wish the interviewer would have asked what seems like the obvious follow-up question: Like what?

At one point there’s some discussion of ideas about beauty (“I want to reintroduce the concept of beauty — a new sense of beauty”), which is fine, but is that it?

I’m prepared to accept that beauty is a reasonable thing about which to have ideas. But the implication that there’s some kind of intellectual bravery in this, and that somehow beauty is a concept that society just doesn’t think about enough, strikes me as absurd. But I guess the whole premise of the interview strikes me as absurd. I don’t see a big crisis out there in fashion being underrated, and not being focused on enough. As you go through your day today, see if anything makes you think, “Wow, this society is just way too focused on science, economic policy, and civic engagement. People really should spend more time thinking about fashion.” See how often it strikes you that fashion is really underrated.
To be clear, I’m not attacking anybody for thinking about fashion. What I’m questioning is whether, say, Prada fans are some kind of embattled underdogs who need defending.

Finally, I’m amused by Prada’s comment that: “Buying a $5,000 handbag just because it’s a status symbol is a sign of weakness.” Keep that in mind next time you’re spending $5,000 on a Prada handbag (or perhaps buying a brand-new Prada phone). Make sure you’re not doing it because you’re a brand weakling. Make sure you’re doing it because of how hard you’re thinking.

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

Prada also just launched a line of skis!

As a brand, they don’t have the attention they once used to have, so they are looking for new ways.

They tried doing something new with retail, it didn’t really work.

Now they are trying a different angle. It seems to me something that’s very Italian- the expression of beauty of the outside and the confidence to do that, it contrasts nicely with Dove’s version of beauty on the inside.

I am not sure she is saying the UN should debate fashion, just that a broader group of the population should be more engaged.

#1 
Written By Edward Cotton on January 18th, 2007 @ 11:36 am

“a broader group of the population should be more engaged.”

Okay. Why?

#2 
Written By murketing on January 18th, 2007 @ 11:42 am

Fashion people talking fashion with people who make fashion trying to convince the rest of us it’s important as well. The approach – skip a step where people actually form an opinion about a $5000 handbag and go right to the “serious talk”, Inside The Actor’s Studio interview.

“Why yes, now that you mention it, ‘being elegant isn’t easy. You have to study it.’ what about the rest of us. Are there classes we should take?”

#3 
Written By Marc on January 20th, 2007 @ 10:52 am

note however, that prada did not say ‘do not buy $5000 handbags.’

whether $5000 or $5, if it’s worth it to you, and your priority, go ahead.

and scoff all you like. fashion and luxury goods are a multibillion dollar industry.

#4 
Written By lumi on February 5th, 2007 @ 7:20 pm

Well, nothing I’ve said indicates that I’m scoffing at the idea that fashion and luxury are a big business. So are pornography and bombs. So what? What I keeping asking, and no one ever answers, is why “a broader group of the population should be more engaged” in fashion, or what the “ideas” that fashion expresses might be. Other than an idea about “what beaty is.”

I agree, of course, with your point about $5,000 hanndbags, as indicated in the initial post — she’s hardly going to come out against expensive handbags in general. I’m a less little less impressed, however, with “if it it’s worth it to you” as the benchmark. That seems rather incomplete. As an idea.

#5 
Written By murketing on February 5th, 2007 @ 9:28 pm
Previous Post: