In an era dominated by Demna, Virgil and Alessandro, it's felt like Prada has recently, well, lagged behind a bit. The legendary Milanese house was slow to adapt to e-commerce and has since reported dwindling sales, while its collections tended to feel a bit too dense and academic for a menswear climate that's all about logo-mania, irony and retina-assaulting aesthetics. You couldn't help but think that Prada was just a bit out of touch with what people want from their clothes these days.

All that looks set to change though, as the house's FW18 show in Milan went full-throttle on the ’00s-era sportswear vibes, culminating with what appears to be an official relaunch of the cult Prada Sport label. Running from 1999-2006, Prada Sport was a diffusion line of high-tech athletic gear that revolved around performance fabrics like nylon and Gore-Tex, with clean silhouettes broken only by a thin red branding stripe.

Hooded parkas and anoraks (#10-13) appeared on the runways with Prada Sport's distinctive red band intact, while the rest of the show was awash with nylon — used on boxy outerwear, chunky track pants and utilitarian bags. Nylon bucket hats — a ’00s roadman essential — appeared on every single look in the show. This double-whammy of athleticism and nostalgia hits all the right buttons for younger audiences who came of age in an era where sportswear was the defacto way of dressing.

Elsewhere, flame-adorned shirting and boxy tailoring topped off a collection that looked like it'll capture the hearts of Millennials when it drops later in the year.

The Prada comeback is happening — you heard it here first.

  • Photography:Prada

What To Read Next

  • Image on Highsnobiety

    New Balance Is Not Slowing Down With The 2002R Releases

  • Image on Highsnobiety

    A Life-Size Perfume Bottle Walked Olivier Rousteing's Jean Paul Gaultier Couture

  • Image on Highsnobiety

    Pas Normal Studios’ New CPH Flagship Is a Cyclist’s Dream

  • Image on Highsnobiety

    RTFKT Continues Its NFT Wins With Space Drip

  • Image on Highsnobiety

    The Best White Sneakers in Women's Sizes

  • Image on Highsnobiety

    Here's How to Get 3 Months of TIDAL Premium for $3

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.