Who? This week launches Prada's latest made-to-order shoe service. Giving a personal touch to the traditional Oxford brogue, it will run in Harrods for the month of August, before moving to the Prada Bond Street store in September. From their trademark foam soles to distinct leather finishes, each component can be hand-selected, costing £740 and a six-week wait. Customers can chose from 32 colours to piece together their personalised Prada shoe, complete with a monogrammed sole, while leathers range from classic brushed calfskin to crocodile and python.
What? The history of Prada is rooted in footwear: Brothers Mario and Martino Prada founded the house in 1919, specialising in luxury menswear leather accessories. In a way, these personalised brogues are a reminder of the brand’s heritage — a nod to the bespoke ateliers of the 1920s, when they became an official supplier to the Italian royal household. Miuccia Prada reinivented the signature brogue as a womenswear favourite for S/S11, with a thick platform heel which sold out immediately. The coveted hybrid became an instant piece of Prada history, sitting alongside their iconic mohawk shoes (2009) and tail fin wedges (2012).
"This might be luxury fashion’s answer to the Nike ID"
Why? This is not Prada’s first venture into bespoke customisation. Earlier this year they offered a Made-to-Order service on their Décolleté shoe collection with multiple heel heights and colourways, while previous seasons have featured costomised lettering on handbags (2011). From Louis Vuitton's exclusive Mon Monogram service to Hermès personalised silk scarves, customised accessories continue to hold reign within fashion and Miuccia Prada is unsurprisingly leading the way. Perhaps this might just be luxury fashion’s answer to the Nike ID.
Text by Mhairi Graham