Prada Offers Savage, Instinctive Menswear during Milan Fashion Week

 A model walks the runway during the Prada collection show at Milan's Fashion Week Men's Fall / Winter 2025-2026 in Milan, Italy, on January 19, 2025 (AFP)
A model walks the runway during the Prada collection show at Milan's Fashion Week Men's Fall / Winter 2025-2026 in Milan, Italy, on January 19, 2025 (AFP)
TT

Prada Offers Savage, Instinctive Menswear during Milan Fashion Week

 A model walks the runway during the Prada collection show at Milan's Fashion Week Men's Fall / Winter 2025-2026 in Milan, Italy, on January 19, 2025 (AFP)
A model walks the runway during the Prada collection show at Milan's Fashion Week Men's Fall / Winter 2025-2026 in Milan, Italy, on January 19, 2025 (AFP)

Miuccia Prada and her co-creative director Raf Simons described the latest Prada menswear collaboration unveiled during Milan Fashion Week on Sunday as raw and cinematic.

While the Milan Fall-Winter 2025-2026 runway was full of faux fur collars, Prada went the usual step beyond and created primitive detailing in shearling that looked almost torn from the beast and set askew on outerwear lapels, or patchworked into garments.

“Maybe, it reads as savage, primitive cavemen. I think that our aim was to make it feel warm and human and instinctive, but also kind of beautifully domestic in a way,” Simons said backstage.

Collection hallmarks Cinematic references were broad and not specific to any film, director or even character type, Simons said. Western touches included scuffed cowboy boots and knitwear mimicking a wrangler’s shirt - without creating characters or caricatures.

The silhouette mixed skinny trousers, often in bright rock-and-roll satin, with more ample volumes like pajama tops or slightly ratty sweaters. Suits required no shirts, as the designers advocated instinctive dressing.

One look seemed to distill the collection to its boyish essence: Straight leg jeans with a knit top featuring striped detailing, worn with floral-stamped cowboy boots.

Fashion as meaning

The designers said the collection was meant to offer hope in difficult times, proffering humanity as a form of resistance to whatever may be oppressing.

“It’s a bit of an answer to what of course is happening. We have to resist with our instinct, with our humanity, with our passion, with our romance,” Prada said backstage. Good work, she said, is also a form of resistance.

The message contained in the collection “has to be optimistic by definition and in principle,” Prada said.

The Setting The ever-transforming showroom inside the Prada Foundation’s Deposito contemporary art space was sheathed in Art Noveau carpet, and the runway was set on raised metal scaffolding. Simons said it represented contrasts, decoration and a work-in-progress.

Star power Prada's front row hailed from across the globe and disciplines, including British actor and musician William Gao, arriving with British musician Olivia Hardy, US actor Keith Powers, South Korean actress Kim Tae-ri, Chinese table tennis player Ma Long and British actor Louis Patridge. A crowd of fans waited just beyond a barricade to cheer them all.



ASOS Warns of $200 Million Hit from Atlanta Distribution Center Closure

A keyboard and a shopping cart are seen in front of a displayed ASOS logo in this illustration picture taken October 13, 2020. (Reuters)
A keyboard and a shopping cart are seen in front of a displayed ASOS logo in this illustration picture taken October 13, 2020. (Reuters)
TT

ASOS Warns of $200 Million Hit from Atlanta Distribution Center Closure

A keyboard and a shopping cart are seen in front of a displayed ASOS logo in this illustration picture taken October 13, 2020. (Reuters)
A keyboard and a shopping cart are seen in front of a displayed ASOS logo in this illustration picture taken October 13, 2020. (Reuters)

Britain's ASOS Plc flagged a one-time impairment charge exceeding $200 million in fiscal 2025 due to the "mothballing" of its Atlanta distribution center on Wednesday, as the online fashion retailer navigates a tough business environment.

Over the last couple of years, ASOS has been working to transform its business after losing popularity among its target audience of young customers and dealing with an inventory surplus.

This effort by the retailer, however, has coincided with the growing prominence of budget-friendly fast-fashion brands such as Shein and the Chinese online retailer Temu.

The decision to phase out the Atlanta facility comes after ASOS completes a multi-year warehouse automation project.

US customers will be served from the retailer's automated UK fulfillment center from the second half of 2025 and through a smaller local site, ASOS said.

Due to the shift, the retailer expects to take a one-time hit of about 190 million pounds ($231.91 million) on its reported profit in fiscal 2025, and then save between 10 million pounds and 20 million pounds annually in core earnings from financial year 2026.

ASOS intends to market the Atlanta site - seven employees will be offered new roles if possible, and many third-party logistics workers will be given opportunities at nearby locations, the company said.

The firm, which opened a local US office in 2024, said it will continue to grow and build its local presence.