Prada. Spring/Summer 2020 - Shanghai

(Images from the designer and the public domain. Credited to the photographer/company where applicable: Prada)   

As President Trump's trade war escalates with China, as both counties begin an attempt at devaluing their currencies to offset the tariffs inflicted. The Chinese consumer in the meantime shows no sign of letting up, maybe not on direct overseas investment, but as a tourist buying power (and leverage) they're still traveling en masse to the US and Europe. Thus, the Chinese consumption market has not slowed down despite the so called trade war with China.  And this can be seen with the Milan based 100 yr old fashion house Prada, for the first time showing in Shanghai, Milan's sister city, away from their home-base, as a new backdrop to promote their Resort 2020 collection. 

Prada's 2018 sales have been growing, in light of the global trade tensions, but their stock price (profits) haven't.  Listed on the Hong Kong stock exchange, there is no doubt that their share price has taken a tumble, from 40 HKD (Hong Kong Dollars) in June 2018, it as slumped to 22 HKD (June 2019).  So despite sales, revenue is most likely been effected by high US dollar and operational costs.  But, that is business, a trade war and stock declines, high currencies are normal and common occurrences within global economics.  We're just not used to it.  Parties don't last for ever. 

Miuccia Prada knows the Asian market, particularly in relation to the stylization that has Prada offered over its past seasons. A sleek, high-end street and casual styles, crafted with finesse and skill.  There is no doubt at the notability of Prada's success.  Truly well placed and structured to offer a quality product to Chinese and Asian markets. The rework of 90's styles is been played out across most brands via the runways, there has been dabbling in late 70's and early 80's blazer looks and sleek cocktail affairs.  However, the trend may struggle into the forward seasons of 2019. Prada however has maintained its high end street smarts for a longer duration, which means it laid down the so called 1990s fashion mix and match trend before the others came in and played the same card.  But as noticeably portrayed via the Prada aesthetic, is a slick, very clean lined and cut array. Not a rustic thrift store style or fast fashion rush job, this is, as mentioned, extremely well crafted and styled clothing that is exceptional represented on the runway.  

Re-cut jackets over longer coats, so originally devised, especially with fittings as precise as they are for this collection.  Over sized styles, which the Hong Kong, Tokyo and Shanghai youth adore, seen on shirts as a hanging under low cut jackets. Mid length shorts, hemmed and tapered pants.  There is a masculine intensity to this collection, probably in lieu of the brand's urgency to push sales and profits higher, so the range is extensive setting at over 64 pieces. Prada's Spring/Summer showing has reinforced the one trend that is surfacing throughout the 2020 shows, which is the modernist looks that are complementary colors in a formalized direction.  So, there is no abstract or avant-garde styles here.  This is pure 60's modernism with pop art overtures, viewed on graphic prints for some of the styles presented.  With the color palette maintaining a muted feel, with black, white and khakis as backdrops against the shaper floral tones inserted on various pieces, but once again, this is not a splash work of colors rather an orchestrated defining of impressions. Very distinct and precise in its artistic direction. 

In the next three months we will check back on the Prada share price.