Jovial Jeff Goldblum steals Prada’s spring/summer 2023 show |  Fashion

Jovial Jeff Goldblum steals Prada’s spring/summer 2023 show | Fashion

Prada is not a brand short of star-pulling power or celebrity ambassadors, but few have embraced the role quite so enthusiastically as its favorite catwalk star: Jeff Goldblum.

The Hollywood actor and notorious nice guy nearly stole the show at the brand’s menswear spring/summer 2023 catwalk on Sunday afternoon in Milan. A guest rather than a model this time, he staged his own impromptu press conference from his front-row seat and declared: “I love wearing these clothes. They are my favorite things to wear!”

He’s not alone. A brand as copied as it is desired, under the creative directorship of Miuccia Prada and Raf Simons, the company reported a 41% increase in total net revenue at the end of 2021 compared with 2020. While the pandemic would have of course skewed normal bookkeeping , when it came to getting out of the house again, there’s no question Prada was a popular port of call.

Model in jacket and shorts
A celebration of domesticity: the Prada show. Photograph: Pixelformula/SIPA/Rex/Shutterstock

In sartorial terms, Prada continues to set the temperature and the trends for the season to come. For next summer, Goldblum and the rest of the celebrity front row – including Rami Malek, Ncuti Gatwa, Jake Gyllenhaal and Song Kang – watched the duo tap into its modus operandi of giving familiar clothing a complexity that justifies the hype and the price.

Slimline, double-breasted black suits were worn with exaggerated cowboy boots; the everyday duster coat arrived in pink, orange and red gingham; jumpers and comfy cardigans came with fluoro stripes and shrunken nostalgic appeal; denim jackets had the collars shaved off; and checked tabard-meets-overall-style shirts were on hand to give traditional wardrobe staples a Prada spin. It was a collection that celebrated the elegant domesticity that is often overlooked or exaggerated in fashion, but what Prada knows the people ultimately want.

Line of models
‘Classicism with spontaneity’: models rocking suits. Photograph: Luca Bruno/AP

“The collection is about simplicity as a concept, as a choice,” Prada relayed to the press before the show, adding that keeping it simple was also a trend. “It was about clothes that people could really wear, but with an impact … So much that is the base is really a conceptual choice – a coat, jeans, a suit. They appear simple, but are the result of a process.” Simons competed, adding that individuality comes from the way it is worn.

“The garments are classic, but their mix contradictions, making them exciting and new,” he said, pointing to a deliberate oddness. “A combination of rawness and sophistication in these clothes is also important. The contrast of classicism and a spontaneity lends it a sensitivity, an emotion.”

With neither Prada or Simons available for comment after the show, it fell to Goldblum to have the final word. “What these [designers do] is fiercely intelligent and unique with high integrity,” he enthused. “Clothes with the best kind of character.”

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