Credit: @prada on Instagram
Since it was founded in 1913, Prada has become one of the most profitable luxury fashion brands in the world. This year, the Italian fashion house saw its global market value jump by a whopping $3 billion. Originally a family-run business, Prada’s leadership still includes Miuccia Prada and Patrizio Bertelli, with the former being the granddaughter of the brand’s founder. Such is the brand’s influence that even matters of its succession have made headlines, with many experts saying that the direction Prada takes can impact how the European high-fashion capitals do their business.
A big reason for Prada’s success is its undeniable eye for the latest trends. Rather than hopping on the fashion bandwagon, the iconic label is often among the first to introduce new sartorial visions to the public. This is evident in their eyewear collection, which recently included avant-garde alien-inspired pieces.
Breaking the high-fashion mold
Unlike other premium brands that have cultivated an image of decadence, Prada stands out for being unafraid to mix mediums and styles. For instance, Prada athleisure is often credited as being among the first in its market to roll out its own take on casual sportswear. This was especially notable since it was done in the 1980s and 90s when there was still an air of exclusivity among designer brands.
Fast-forward to the 2000s and Prada continues to push boundaries beyond what is expected of a legacy company. This includes producing mobile phones with Samsung, creating art installations designed to disintegrate with time, and even dabbling in the space race. In 2024, Prada officially partnered with the Axiom Extravehicular Mobility Unit (AxEMU) to create spacesuits for NASA’s Artemis III mission. With this zeal for expansion and expression, it’s no wonder that Prada’s eyewear collection is similarly known for being bold and unexpected.
The Prada eyewear legacy and new collection
In terms of its eyewear collection, the Italian fashion leader is known for their cutting-edge design. A highly sought-after brand in the ocular goods department, Prada sunglasses are now a staple among trusted eye care providers. For example, retailer Vision Express’ selection of these shades reinvents classic silhouettes for a timeless and fashion-forward look. This includes contemporary takes on timeless favorites like cat eyes and aviators. Alongside these, Prada also plays around with proportion to create visually dynamic models. For instance, one of their newer releases, the PR A08S, highlights an oversized frame, which can be considered a sneak preview of the silhouettes used in their newest collection.
Prada’s latest runway collection, showcased just this September during the Spring/Summer 2025 Milan Fashion Week, introduced new alien-inspired eyewear. With designs by Raf Simmons and Miuccia herself, this line leaned into the absurd and the eccentric. Said to be partly inspired by the legendary director Alfred Hitchcock, the clothes, accessories, and shoes used in the show brought an undeniable sense of wearable mystery. One pair of sunglasses featured heavily in the show featured very oversized lenses with an exaggerated hexagonal frame. Gilded in silver and paired with a black tint, their shades offered a decidedly sci-fi vibe. Other models wore the same silhouette but in a brown colorway that was styled in a way that seemed almost nautical. Another eye-catching design was the label’s take on a sun hat. Made of the same taupe-colored straw that one would often see Hitchcock’s own heroines don, the hat was designed to be worn low on the face. Where the eye line is, a single black lens was integrated, giving an appearance akin to a space helmet. This allows the wearer to see outside while shielding themselves from the sun and prying eyes. Although some critics have said this latest collection leans a bit toward the odd, it’s just another testament to the fact that Prada is always unpredictable.
