On July 4, Prada launched its much-anticipated collaboration with online e-tailer, MyTheresa.com featuring Atlanta-based R&B artist Abra to showcase the collection.
Abra captures the essence of the release which is a 20-piece capsule collection that gives new strength to Prada’s spring/summer 2012 flame print and its 2011 spring/summer banana motif.
The online retailer plays Abra in the pieces with a backdrop sound of her single; “Fruit”.
Tiffany Hsu, fashion buying director at MyTheresa.com tells Vogue more about how Abra fits the brand. “Abra’s personality and style is all about contrasts – she uses streetwear pieces and oversized tomboy styles in a very feminine way, which is exactly how our customer wants to see them worn.”
“Prada has taken something iconic and brought it back in a new, refreshing way that’s appealing to a millennial luxury shopper, who perhaps wouldn’t have purchased something like this six years ago,” Hsu asserts.
Undoubtedly Abra has also fallen in love with the collection with her eyes especially on the white heels with hot-pink flames. Abra says she’s eyeing them up for her next music video as she describes the experience as “an honour” and praises Prada’s “iconic influence” on her own wardrobe, which is “always changing, but minimal, sporty, nostalgic and fun.”