“We exist in an era of extreme information, immersed in a constant stream of content,” were the words that opened the show notes of Prada’s SS25 show. This season, Raf and Miuccia were looking at the internet and algorithms, but they could just as easily have been talking about the extreme info-dump of content that is fashion week. Less than 24 hours after the Prada show and it has already gone super viral, which really fits with the whole ethos of the collection.

Soundtracked by the pulsing distortion of Suicide‘s 1977 track, Rocket USA, here we had Prada present many of their basics but in a myriad of strange ways. The styling was purposefully madcap, a reflective sequinned dresses was paired with a yellow raincoat and a pair of tailored trousers were tucked into orange cowboy boots (yee-haw Raf is back). The show notes made references to algorithms and finding “logic in a fundamentally illogical world” and you can’t help but presume that Raf and Miuccia were wondering what exactly would happen if you fed a collection of Prada basics into an AI generator. The result would probably come out like something we saw for SS25.

It was a collection where the shoes and accessories really excelled. Sunglasses blocked out the whole face, looking buggy and extra-terrestrial, while headpieces that resembled buckets hats without their tops consumed the whole head and had little circular windows for you to peek out of. The shoes were next level, one pair of heels opens up like a budding flower whilst another looks like if you mixed a heel with a clog. Super weird and incredibly chic. We’ll be seeing looks from this collection online for quite a while.