Oh dear…. The Prada website is now an e-commerce site, meaning you can shop for the luxury label’s pieces online. How will we ever get any work done again?
Up until now, the Prada website has been more of an art gallery/screening room – displaying the breath-taking photography from its current Steven Meisel-shot advertising campaigns; specially-commissioned in-house projects such as the beautifully atmospheric black and white short film First Spring; fascinating Production Movies that give a fly-on-the-wall glimpse of Prada’s master craftsmen in action; galleries of images of Prada skirts from the touring exhibition Waist Down; the audio tale that launched the Spring Summer ’10 Postcard sunglasses collection, and every page of the to-die-for Prada coffee table book.
Which is all very diverting, and visually arresting, as you would expect from the luxury label that has always sought to extend its influence beyond fashion to art, architecture, and film.
But now, for the first time, shoppers from selected countries, including the UK, can purchase Prada products online. Currently, the e-store is only selling jewellery and leather goods - bags, belts, gloves, luggage, wallets, etc. Shoes and clothing are not yet offered on the site.
Each item is displayed in a large-scale ‘object of desire’ format against a background in Prada’s signature powder blue.
We’ve already compiled a mini-wish list of pieces we’ve fallen for…
· the black patent bow belt £190
· the camouflage leather tote in smoky grey £1530
· the geranium pink and orchid continental wallet £240
· the tortoiseshell and white oversized square sunglasses £180
· the double strand plexiglass necklace £505
We love that there is now a Prada store in cyber space, so that, arguably, the world’s most desirable fashion label is available in the back of beyond, and 24/7, 365 days a year. Plus, this will save us the embarrassment of haunting the Bond Street store, lingering for hours in front of the glass display cases.
Grazia staffers have been quieter than usual at their desks today. We promise that when the first powder blue boxes start arriving in our offices we’ll post some pics online…