Prada unveiled a new term to define our times: post-modest.
The world is having a Jeremy Scott moment. The loudest voices get heard. Everyone, accountants and toddlers alike, needs to think about their brand. Twelve million iphone apps vie for our ever-Red Bull-addled attention spans. It was perhaps a bristling up against these times, or trying to reconcile them with an internal need for quiet, that inspired Prada’s spring/summer 2016 resort and menswear collections, which debuted in Milan recently.
“It was the visual concept of the importance of impressing,” Miuccia Prada told i-D. Trying to analyze the concept between honesty, humanity and simplicity, compared with the necessity of being bold, aggressive and loud.”
The look has a name. Post-modest.
i-d defines post-modest as “an unassuming way of dressing so forced it contradicts itself.” Trying hard to look bad, if you will. According to Prada, it’s the irony of something looking cheap, but in fact being very expensive. The clothes feature intentionally infantile symbols. The result reminds us a bit of Danny Torrance, the son in Stanley Kubrick’s The Shining.
In The Shining, Danny Torrance has psychic powers (‘the shining’) that allow him to see the horror that is about to befall his family, as well as the terrible ghosts that haunt the Overlook Hotel. His innocent clothes and demeanor belie the darkness of his internal world. Perhaps Prada is suggesting we all get in touch with our own inner Danny Torrance next season?