[T]he word feminism is too often used as a buzzword. Bandwagony and at times gimmicky, designers have presented feminism as a trend, something to be worn on a t-shirt one season and discarded the next. Miuccia Prada, however, has never been one of these designers. Political, visionary and an activist at heart she has long championed the power of women and for SS18 only continued to solidify her interpretation of empowerment and the female gaze – even batting down comments backstage that the aesthetic was “masculine”. “When society describes a woman who is strong, she is called masculine. Why is that? She is not masculine. She is a strong woman,” she said to The Guardian.
This season every detail was thought out, starting with the show space, decorated with cartoon images of women, by women. The fashion house worked with eight artists and illustrators – Brigid Elva, Joëlle Jones, Stellar Leuna, Giuliana Maldini, Natsume Ono, Emma Ríos, Trina Robbins and Fiona Staples – and with the archive of Tarpé Mills, creator of the first female action hero Miss Fury in the 40s. The walls were decorated with Lichtenstein style pop art femme fatales, 50s style heroines, a character paying homage to the 70s Foxy Brown and a teenage girl sitting in a 90s bedroom playing guitar under a Heathers poster and another stating, “Girls invented punk rock, not England”. It was empowerment through the ages.