Prada revolutionizes its website ... and fashion sites in general!

By

Dominique Muret

Published
Dec 8, 2014

Minimalist, yet intense... but beyond that, breathtaking. These are the first words that come to mind when taking a look at the new version of prada.com. With a total overhaul, the Milanese fashion house's website and online store has adopted a completely new approach.

Prada.com looks like anything but a fashion site! It offers an extraordinary experience, allowing users to dive right into the brand's dizzying universe.

Archive images, advertising campaigns, fashion shows, special events, creative collaborations, architecture, videos... Everything is mixed together, yet there's also an order. At times, an image invades the entirety of the screen. At others, the site seems like an enormous kaleidoscope in perpetual motion.

For example, in the "A Future archive" section of the page "Prada universe", a myriad of images fly from all directions at lighting speed, fitting together like pieces of a puzzle onto a page that scrolls down infinitely through more than 20 years through Prada's history.

Looking through all of these images, visitors will be surprised by the strict consistency maintained by the brand through the seasons and years.

There's also a consistency in terms of both style and the images used for the site's graphics, which are intended to be "extremely sober." 

A white background with images that users can glide their mouses over as they peruse, alternates with a rational grid format whereby the image fits into a neat box.

This latter is especially used for the e-commerce section, where a series of products appear in even uniformity on one page, each with its own rectangular space.