Miuccia Prada and Raf Simons debuted a truly unexpected collection at Milan Fashion Week in September. Models hit the runway in what Vogue deemed an “atomic-age” and “bonkers” collection, but cowboys, aliens, and BDSM-esque leather details were also key features of the show. The co-creative directors created their spring/summer collection with “the algorithm” in mind, considering the social media and online calculations that direct users to the content they consume. Show notes acknowledged the algorithms that attempt to make sense of the unrelenting stream of information we are all subjected to, saying they “circumscribe the decidable, through logic in a fundamentally illogical world.”
Fashion Week collections aren’t always designed to be entirely uniform, but each look that came down Prada’s runway was zany and abstract in a different way than the last. Many did not know what to make of the collections, with classic Prada looks intermeshed with wayward styling that made this season stand out. The brand’s 2012 rocket heels made a comeback this season, as well as archival Prada belts and dresses heavily inspired by SS24’s jellyfish dress.
Taking on the algorithm as inspiration for a fashion show is a challenging task. Miuccia Prada and Raf Simons had to consider the complex aspects involved in the current online age. Artificial Intelligence alone is restructuring the way we both consume and produce information. This was duly noted in Prada’s curated chaos. At first glance, Prada S/S25 seems incoherent, tugging its audience in all different artistic directions. Upon further inspection, the archival aspects of the brand are seen meticulously blended with Prada’s new offerings.
Online discourse revealed various and contradicting reactions to the collection. Some commenters could not look past what they felt was disorganization throughout the show. Many others liked the thrifty vibe of the collection and appreciated the nod to past Prada designs. Considering audience reactions to Prada’s latest drop begs the question: Do we have to buy more to stay fashionable?
Prada understood the public desire for chaotic fashion derived from social media.. Users are gaining popularity by posting their own obscure, off-beat fashion choices. Designer Myra Magdalen has gone viral on TikTok several times for her bizarre outfit choices, garnering an audience of almost one million followers. Aside from the exciting and entertaining content that emerges from embracing such fashion ‘insanity,’ this genre of off-the-beat style symbolizes individuality. Individuality often gains popularity, as audiences like the idea of something new and personal hitting their feeds in a world where so much content blends together.
Desiree Scarborough, a Brooklyn-based designer, knows the importance of individuality in fashion. Scarborough specializes in creating “wearable art” inspired by the city and her family. When it comes to exploring ideas of “absurdity,” the designer says it’s all about trial and error. “I really do think research is underrated,” Scarborough said, “It’s really cool to do a bit of research on what an aesthetic really looks like and then make it your own.”
It is easy to doubt one’s ability to restructure an outfit, altering clothing to make it more your style. Scarborough knows this but encourages people to still try and DIY the trends and styles they like. “You have to have a little bit of absurdity and want to step out of your comfort zone. Just try one simple thing.”
Like many other artists, social media is incorporated into Desiree Scarborough’s brand marketing. She understands the frustrations that Miuccia Prada and Raf Simons channeled into their S/S25 show when it came to the incessant content that internet algorithms curate for users. Scarborough knows the hit-or-miss nature of reaching large audiences with her posts, but she does not overstate the use of social media for her art. “In order to exist as a creative person on social media, it’s most important not to get hung up on those things,” She says, “If you look at your insights all the time and only post content based on the insights, I think you lose the creativity and the fun of social media. It’s very easy to tell if people are posting just to gain more sales versus natural content.”
Small designers like Desiree Scarborough have an edge over luxury fashion houses that are too focused on making a profit and reaching massive audiences. Unadulterated authenticity that comes from designers with a goal solely to put their art out there is not lost on consumers. This disparity of authenticity between massive fashion companies and smaller designers is made even more apparent when brands such as Prada attempt to create a collection surrounding absurdity and nonsense. Prada themselves have been leading the rigid cycle of fashion trends for decades. Shop Repurpose has collaborated with Desiree Scarborough to show our audiences how they can embrace insanity sustainably. There is no need to buy from a brand-new collection in order to channel a more nonsensical, fluid style. Check out our Instagram to see how Desiree Scarborough is embracing absurdity by repurposing what is already in your wardrobe!