Italian fashion house Prada debuted its spring/summer 2025 womenswear show at Milan Fashion Week, exploring the infinite panorama of the internet and the endless stream of information and content it offers.
The collection, dubbed Infinite Present, merges the logical nature of algorithms with the unpredictability of humanity. The result was avant-garde, individualistic looks that touched on the idea of personalization, brought about by the highly curated version of reality the internet presents to people. Designers Miuccia Prada and Raf Simons put together looks of contradictions with unconventional pairings that transcend the typical fashion rules and link back to the Internet black hole.
Here’s a closer look at Prada’s thought-provoking SS25 collection.
Dressing for the digital age
Prada’s SS25 collection offers a unique take on the internet. Digital age-inspired fashion has often incorporated futuristic, science fiction-esque pieces, but the fashion house’s looks focus on the highly personalized aspect of the World Wide Web, curated by logical algorithms that cater to each individual’s personality and style. This manifested into eccentric ensembles, featuring looks that matched feather dresses with rain jackets, incorporated sleek business casual sweaters with stiff metallic skirts with portholes, and even tights that doubled as trousers.
The collection also dips into the archive, a nod to the trend cycle that’s become heavily influenced by internet culture. Archival pieces like the Prada rocket shoes from 2012 and the skinny belts and jellyfish dresses from the SS24 collection made a reappearance on the runway. When put together, the strange pairings and contrasts with slightly off details gave the impression of randomized or even AI-generated outfits.
Futuristic accessories
Accessories played a huge role in creating Prada’s highly individualized looks, taking even the simpler looks to the next level. Prada sunglasses have long embodied luxurious sophistication with timeless styles like the PR A22S or the PR 17WS but have also ventured into the unconventional with the PR A24S or PR A25S—the latter of which the collection tapped into for its kooky ensembles.
Goggle-like wraparound shades with metallic details offered a futuristic vibe, while massive geometric sunglasses gave off an eccentric and bug-eyed look. Bucket hat-like visors with decorative cutouts like holes and panels with dark or transparent plastic covered some models’ faces. Bags and belts were also prominent accessories but kept the collection grounded with more classic colors and styles. However, they did have their moment as focal pieces with brighter-hued bags and skirts hanging off of the belts.
Minimal makeup
With the clothes and accessories taking center stage, the makeup for the SS25 collection was kept lowkey and minimal to let the rest of the looks shine. Prada Beauty’s Global Creative Makeup Artist, Lynsey Alexander, focused on creating understated makeup looks with a neutral lip and balanced complexion. True to the aspect of individuality and personalization, each model wore a makeup look that enhanced their unique features like freckles, suntanned skin, or pale complexions. The looks also incorporated products from the Prada Beauty brand that launched in 2023, such as the Reveal Foundation.
An internet-focused collection comes at a time when the brand is delving into the tech world. In 2021, Prada joined forces with LVMH and Cartier to create Aura Blockchain Consortium, the world’s first global luxury blockchain. Prada’s venture into virtual reality also creates an innovative way to experience its universe directly. From clothes to business moves, Prada is exploring its connection to the digital realm and how it can work with it in the future.
