What Hong Kong’s ‘Pradasphere’ really says about the relevance of luxury

It’s no surprise that luxury brands are specifically targeting millennials. In order to stay relevant in a competitive market, major brands have taken initiatives that involve hiring young up-and-comers, for example, naming Alexander Wang as the creative director of Balenciaga, Jason Wu as the artistic director of Hugo Boss, Luella Bartley and Katie Hillier as creative directors for Marc by Marc Jacobs, and Jeremy Scott for Moschino.

The next step, from what we’ve seen in Hong Kong, is throwing major heritage-driven exhibitions to bring further awareness to a brand. Hermes had their “Leather Forever” exhibition, and L’Ecole Van Cleef & Arpels had their workshop sessions at PMQ. 
 

Hermes’ “Leather Forever”

The latest to join the ranks is Prada’s “Pradasphere”, a special exhibition exploring the “universe of Prada” at Central Pier 4 between Nov. 16 and Dec. 5. The opening party was blessed with a performance by teenage pop sensation Lorde, a pretty unmissable attempt to show just how much the brand is in tune with the current generation of consumers.

Prada, for the past quarter, has been suffering a loss along with other luxury brands. Major consumers in China are slowing down their buying, and in an attempt to regain those losses, big labels have to cater to the selfie-obsessed and sell the notion that they are “constantly innovating and reinventing the meaning of luxury,” says my Pradasphere guide. He showed me a dress made out of bottle caps and gushed that Miuccia is hard at work innovating. 
 

Hermes’ “Leather Forever”

Truth is, the glitz and glamour of many major luxury brands have rusted. Just look back at Prada’s S/S 14 collection and you can see the well of design is running a bit dry. Regardless, Chinese consumers are still going to line up outside Gucci and Chanel this Christmas. And maybe we’ll relieve the scuffle at Dolce & Gabbana in Harbour City. It’s about the brand, not the designs, after all.

In terms of real innovation though, luxury is in trouble. They no longer have the power to contain creative energy within their marble walls. Young, creative, global talent with the likes Shane Oliver of HBA, Rahul Mishra and Sandra Backlund are leading the way with interesting, edgy and full-of-new-ideas fashion. When it comes to fashion houses like Versace run by Donatella, however, you know somewhere along the line, things have gone saggy.
 

“Pradasphere” in Hong Kong

I look at Pradasphere and the exhibitions, more of which are sure to come, as less of a celebration and more of a sign of desperation. What made Prada so great in the past was flawless execution, creative direction and genuine interest in the consumer – not mere brand pandering, which is what Pradasphere felt like.

Bottle caps? I think a design student could think of that. 

Great party though. We really do love Lorde!



Reader Interactions

Leave A Reply


BECOME A COCO+ MEMBER

Support local news and join a community of like-minded
“Coconauts” across Southeast Asia and Hong Kong.

Join Now
Coconuts TV
Our latest and greatest original videos
Subscribe on