It’s Official: Raf Simons Tapped As Co-Creative Director Of Prada

The development suggests Prada and her husband Patrizio Bertelli (co-chief executive of Prada Group)are readying a succession plan at the Italian fashion house they catapulted from a historic maker of nylon accessories to a luxury mega brand — albeit one whose performance has trailed its peers in recent years due to various design and business missteps.

Asked if she was eyeing retirement at some point, Prada brushed off the suggestion.

“I like working, and I’m very excited and this will bring new wind. Please don’t make me older than I am,” she said with a laugh.

Asked about the length of the contract with Simons, Prada said, “In theory, it’s forever.”

Simons clarified that his Raf Simons label would continue in tandem with his Prada project, and suggested that co-creation is an idea gaining currency today.

“It’s hardly discussed openly, lots of designers are questioning their own position in an ever-evolving fashion system,” Simons said.

The announcement underlines the strong complicity between Simons and the Prada Group, which had originally tapped him to become creative director of Jil Sander in 2005.

Prada said she felt a need to reinforce the creativity in her company.

“We like each other, we respect each other,” she said. “I was sometimes criticized for not doing collaborations, so now I am doing one,” she added, flashing a big smile.

Simons suggested “there’s more strength when two creatives believe in it, than when one believes in it,” he said. “If we both believe in it, we’re going to do it“.

“I do believe a lot in collaboration,” Simons said. “I think it strengthens the result.”

Simons is a longtime friend of Miuccia Prada’s and has attended several of her fashion shows.

He is best known for his signature men’s wear brand, launched in 1995, and has also done stints as the creative director of Christian Dior in Paris, and Calvin Klein in New York.

His challenge will be to continue improving the performance of the Prada brand.

In the first half of fiscal 2019-20, the Prada brand grew 4 percent to 1.28 billion euros, accounting for 83 percent of total group sales, with largely positive full-price retail sales throughout the period.

Last month, we also reported that Prada was looking for a new buyer (see it here), which Prada officials have denied.

Simons suggested creativity is being overshadowed by business concerns and objectives.

He acknowledged that strong businesses can be built without strong creation, but his conviction is that business is better with strong creativity.

“I don’t want to look like we are rejecting our responsibilities,” Simons said.