August 29, 2025 |
London’s retail landscape has a new guest this season. From August 27 to September 20, Prada is taking over The Selfridges Corner Shop with Prada Natural, a pop-up that feels less like a store and more like a love letter to transitional style. It’s part installation, part wardrobe reset, but entirely Prada.
The concept? A conversation between wood and neon, geometry and flow. Step inside and you’re wrapped in a maze of timber beams, stacked modules and cut-out voids that feel both futuristic and organic. Black-and-white visuals line the walls, while suspended neon logos glow overhead like urban constellations.
But let’s talk about the clothes, because that’s why we’re really here. Prada Natural offers men’s and women’s ready-to-wear designed with the in-between season in mind – the weeks when a raincoat may be as vital as a silk blouse, and when practicality doesn’t mean sacrificing style.
For women, the star is Re-Nylon. A fabric already synonymous with Prada’s sustainability push, here it morphs into padded jackets, drawstring trousers and rain-ready coats with the sort of utilitarian flair only Prada can deliver. There’s knitwear too – cashmere for softness, heavy mélanges for structure – designed for layering, shedding and mixing as the weather dictates. Accessories lean towards the functional: leather backpacks with metal detailing, oversized totes, and multi-tasking bags. Knit hats, corduroy caps and slim belts whisper of subtle versatility, while the footwear swings between sleek tapered ankle boots and the now-iconic Monoliths in brushed or stretch Nappa leather.
For men, it’s all about the Prada Explore bag, a newcomer that distills the brand’s uniform-inspired attitude into one neat, versatile package. Think refined utility: equally at home in an office or on a red-eye flight. Travel bags, backpacks and a spectrum of outerwear in Re-Nylon accompany the star piece, creating a collection attuned to city rhythms. Hats, belts and sleek accessories complete the look with quiet precision.
So if you’re in London and craving a reset, step inside Prada’s latest world at Selfridges. It’s an experience that reminds us that even in the chaos of city life, there’s beauty in finding the balance.
Photography courtesy of Prada.
