How Two Of Fashion's Biggest Designers Are Redefining Creativity

In an unexpected move for the fashion industry, it was announced that Raf Simons will join Prada as co-creative director alongside Miuccia Prada, who has helmed the brand since inheriting the company from her grandfather in 1977. Starting on April 1st, both esteemed designers will share the creative responsibilities of the Italian fashion house equally. Announced earlier this week at a press conference in Milan, the partnership is making headlines and marking Simons' first big move since abruptly leaving his position as creative director of Calvin Klein in 2018. Worth an estimated $11.4B, Prada runs the handbag and fashion empire with her co-CEO and husband, Patrizio Bertelli.

As one of the industry's most revered creative talents, Simons is well known for designing menswear at Jil Sander (which is owned by the Prada Group), and earning the label its critical and commercial success over a tenure that lasted 7 years. "I'm extremely happy to start this new phase, it's certainly going to be extremely exciting,” Prada said at the press conference. As for how long the contract will last, the partnership between the two creatives is as personal as it is professional. "The contract is forever, there is no end date to the contract,” Prada added.

What stands out most about the decision, however, is the designers's comments about signaling a return to emphasizing creativity in an industry where the focus has shifted to other facets of the game. Simons elaborated, saying " We have to look at creativity... how can that evolve? At this moment, lots of creatives feel troubled, feel the fashion industry is [becoming] an industry where it might move to excluding creatives... We do believe that collaborating could reposition that aspect of the business.” Signaling a huge cultural shift in the luxury fashion industry, the collaboration marks a brand new era.

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