Raf Simons joins Prada

Raf Simons, The former head designer of Calvin Klein and Dior will join the listed fashion company Miuccia Prada in April as the director of  Prada label, in a move to reinvigorate interest in the company, which was lagging behind in social media and eCommerce and has been slower than other luxury conglomerates in attracting younger generations of luxury shoppers.  

Prada generated sales of €1.5bn in the first half of 2019, up 2 per cent from the previous years and behind competitors LVMH and Kering.

The Belgian designer, 52,  will continue to operate his namesake men’s label in Antwerp when he joins the company on April 2. Their first collection will bow at Milan Fashion Week in September.

Simons said he was approached by Prada chairman and chief executive  Patrizio Bertelli to join the company “ right after” his exit from Calvin Klein in late 2018.