Raf Simons to join Prada as co-creative director
Luxury group Prada hopes to attract high-end shoppers with appointment of renowned creative designer
Raf Simons is to join Miuccia Prada as co-creative director of the Prada label, in a move that the luxury group hopes will reinvigorate interest in the company, which has lagged rivals in attracting new generations of high-end shoppers.
Mr Simons is widely considered one of the most creative designers in the industry, though his tenures at both Dior and Calvin Klein were tumultuous, with him reportedly exiting the Calvin Klein business nine months before his contract ended.
The Belgian designer, 52, will continue to operate his eponymous men’s label in Antwerp when he joins Prada on April 2.
Prada generated sales of €1.5bn in the first half of 2019, up 2 per cent from the previous year but trailing competitors such as LVMH and Kering.
At a press conference at the company’s headquarters in Milan, Mr Simons said he had been approached by Patrizio Bertelli, Prada chairman and chief executive, to join the company “right after” his exit from Calvin Klein in 2018.
His appointment will mark a reunion of sorts: Mr Bertelli and Ms Prada hired Mr Simons to design the Jil Sander label in 2005, which he led for seven years before joining Dior as artistic director. Ms Prada said in a 2016 interview with System magazine that she would “love” to work with Mr Simons again.
Ms Prada said Mr Simons’ contract was “for ever” and that she has no plans to retire soon. “I like working, I’m here to work even more.”