Prada’s Spring/Summer 2024 Collection Unveiled, Witnessed by Scarlett Johansson, Emma Watson, Kylie Jenner, and More

September 27, 2023

Prada Donna SS24

The Spring/Summer 2024 Collection from Prada elegantly marries the brand’s illustrious heritage with a contemporary narrative. For the renown designers Miuccia Prada and Raf Simons, fashion is not only about the garments but also the story, a dialogue crafted through innovation and vision.

Rediscovering Prada's Roots

Mario Prada, the co-founder of Prada, was more than a designer; he was a globetrotter and a visionary who established Prada in 1913. His global voyages were quests for distinct and refined materials and craftsmanship, aimed at integrating luxury and elegance into everyday items. Under his aegis, objects of luxury were meticulously crafted, each bearing the unique Prada signature, telling tales of exotic lands and unmatched craftsmanship.

MILAN, ITALY - SEPTEMBER 21: (EDITORS NOTE: This image has been retouched at the request of Enhypen) Enhypen attend the Prada Spring/Summer 2024 Womenswear Fashion Show on September 21, 2023 in Milan, Italy. (Photo by Jacopo M. Raule/Getty Images for Prada)

Symbol of Excellence

Mario’s attention to quality led to Prada being designated as the Official Supplier to the Italian Royal Household in 1919, allowing the integration of the House of Savoy's coat of arms and knotted rope design into Prada’s logo, symbolizing a commitment to unparalleled quality and elegance.

Prada bag inspired by Mario Prada

The Spring/Summer 2024 Collection saw the reintroduction of a bag designed by Mario Prada around 1913, a piece that blends historical charm with modern craftsmanship. This bag, featuring a hand-carved mythological figure on the clasp, is a nod to the influential Eastern artistic aesthetics prevalent during the late nineteenth and early twentieth centuries.

Emma Watson

Modern Interpretation

The 2024 collection reimagines the original design in contemporary textures like nappa leather and re-nylon, while maintaining the distinct clasp detail. It serves as a reflection of Prada’s 110-year exceptional journey, highlighting the brand’s enduring curiosity and mastery in luxury craftsmanship.

Bridging Eras with Elegance

Prada’s Spring/Summer 2024 collection is a living narrative of Prada’s enduring legacy and commitment to artistic and luxurious expression. By reviving Mario Prada’s iconic design, it unites the rich past with the dynamic present, offering a renewed experience of Prada’s timeless elegance. It isn’t merely about fashion; it’s about experiencing the continual evolution of Prada’s passion for the extraordinary, and its unwavering commitment to timeless elegance and innovation.