Miuccia Prada Rejects Millennial Label, Debuts Miu Miu Spring/Summer 2018

Miuccia Prada criticized the overuse of the term 'Millennial' as a commercial category during the Miu Miu spring/summer 2018 show in Paris. The collection was presented at the Palais d'Iéna, a 1937 building by Auguste Perret, with an installation by AMO (Rem Koolhaas's studio) featuring a pile of bricks and plastic chairs. Prada stated that luxury has lost its meaning and that young people are reduced to a marketing demographic. The show followed the 14th Women's Tales short film, 'The End of Illusion' by Celia Rowlson-Hall, presented at the Venice Film Festival. Miu Miu, founded in the early 1990s, is described as a free-spirited, anti-establishment brand that addresses contemporary issues like women's conditions. The collection emphasized wearable, non-trivial clothing using materials like lace to elevate everyday garments. The fashion weeks in Milan and Paris also included the Green Carpet Fashion Awards at Teatro alla Scala, honoring Italian fashion figures with guests Colin Firth, Annie Lennox, and Naomi Campbell. Chanel's show featured a waterfall and Verdon Gorge backdrop at the Grand Palais.