Miuccia Prada connects with her millennial customers as celebrity models Kendall Jenner, Gigi Hadid and Bella Hadid walk for Miu Miu
An all star cast of models including Londoners Edie Campbell, Malaika Firth and Lara Stone provided Paris Fashion Week with its finale.
Closing proceedings on behalf of Miuccia Prada, the lineup which also included Gigi Hadid and Kendall Jenner, was among the most instagram worthy on the runway this week.
Miu Miu, the younger alternative to Prada’s mainline, is not a brand built on social media likes – it's charm lies in its offbeat appeal to an in the know fashion crowd.
But yesterday Prada suggested she was keen to forge a better connection with her millennial customers who look to their favourite celebrity models for fashion inspiration.
Assisting Prada in her quest is reknowned British stylist Katie Grand who worked behind the scenes on the show yesterday.
Grand’s day job is to edit the magazine LOVE - a title which helped launched the modelling careers of Jenner and Hadid - and her understanding of how to engage the young fashion consumer was unmistakable here.
When it came to the clothes, Prada looked to another generation with a collection which took codes from conventional Fifties American culture and turned them on their heads.
Stepford wife dresses worthy of Betty Draper, or even the Queen, were presented alongside denim jackets embroidered with mens name badges which evoked those worn by gas station workers. Oversized white shirts were worn with simple cotton boxer shorts and slouchy silk bowling jackets.
Embroidered coats which mimicked 1950’s interiors featured alongside pretty floral motifs. Cropped trousers which ballooned out at the waist were worn with embellished pool slides.
Prada’s skill is to make the off kilter taste covetable and she did so beautifully with a show which looked like she'd let Grand run loose in her grandma’s closet.
It is this that makes her brand of femininity so memorable.
While pastel prints and carpet embroidery would look twee or frumpy in the hands of another designer, in Prada’s they have endless appeal.
ArticleKendall, Gigi and Bella lead the celebrity models walking for Miu MiuParis Fashion WeekMiuccia PradaMiu MiuKendall JennerGigi HadidBella HadidLara StoneSara SampaioKatie GrandMiu Miu at Paris Fashion Week AW16
Miu Miu at Paris Fashion Week AW16
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Sara Sampiao, Kendall Jenner and Binx Walton walk the AW16 runway
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Gigi Hadid walks the AW16 runway
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Kendall Jenner walks the AW16 runway
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A model walks the AW16 runway
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Lara Stone walks the AW16 runway
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A model walks the AW16 runway
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Adriana Lima walks the AW16 runway
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Bella Hadid walks the AW16 runway
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Gigi Hadid walks the AW16 runway
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Joan Smalls walks the AW16 runway
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A model walks the AW16 runway
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Kendall Jenner walks the AW16 runway
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Edie Campbell walks the AW16 runway
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Emily Ratajkowski walks the AW16 runway
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A model walks the AW16 runway
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A model walks the AW16 runway
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Gigi Hadid walks the AW16 runway
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Irina Shayk walks the AW16 runway
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Kendall Jenner walks the AW16 runway
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Gigi Hadid walks the AW16 runway
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Taylor Hill walks the AW16 runway
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Bella Hadid walks the AW16 runway
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A model walks the AW16 runway
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A model walks the AW16 runway
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Sara Sampiao walks the AW16 runway
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A model walks the AW16 runway
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Binx Walton walks the AW16 runway
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A model walks the AW16 runway
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A model walks the AW16 runway
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Assisting Prada in her quest was reknowned British stylist Katie Grand who worked behind the scenes