Mytheresa launches exclusive Prada capsule collection

By

Sandra Halliday

Published
Jul 6, 2017

Prada is linking up with luxury e-tailer Mytheresa from Thursday with the launch of a capsule collection to be sold exclusively on the multibrand site.

The line features a bright selection of shoes, handbags and ready-to-wear, with a focus on assorted embellishments and prints. A key feature is the wide use of feathers, continuing the successful use of the trim in Prada’s spring/summer 2017 and later runway collections.

The feathers have been added as shoulder straps for bags, as a fairly lavish update to classic white or floral-printed shirts, dresses and skirts, to give a further decadent slant to satin flat or high-heeled slides in power brights, and to add an edge to simple cardigans.

The use of intricate beading also adds quirky Prada glamour to cocktail dresses and accessories including statement gloves.

Prices stay in the brand’s securely luxe territory, starting at £440 for a pair of feather-trimmed pointed fabric flats and rising to £1,675 for a retro-inspired beaded dress.

Prada remains one of the premier influencer labels in the fashion sector but the company has struggled to kick-start growth in recent periods, although earlier this year is reported an improved second half 2016 compared to a weak first half.

Analysts have said that its relatively late acknowledgment of the importance of e-shopping has been a factor in its woes and the company has already announced a plan to double its e-sales within three years.

This plan has seen it widening its online availability both through its own and third-party sites in recent seasons. This latest collaboration with Neiman Marcus-owned Mytheresa gives it major exposure via one of the big names of global luxury e-tail.