The Iconoclasts by Prada, New York
(Image credit: Prada)

Opening in conjunction with each of the four major international fashion weeks, Prada's Iconoclast Project will see four heavyweights from the world of fashion styling making their mark on four flagship Prada stores around the world.

Commencing proceedings is Alex White of W magazine, who has left the Broadway store in New York with a lasting taste of her artistic vision. While still to come is Katie Grand transforming the London store, Olivier Rizzo waving his wand over the Milan store, and Carine Roitfeld putting her touches to the Paris store.


(Image credit: Prada)

See more of Alex White's transformation of the New York Prada store

White has transformed the stateside store into a sporadic world of colour-bound mannequins, dotted and herded around the yawning space.

Slouchy, Mini-Mouse-eared models take centre stage in the window display, whilst disembodied legs clad in reptile-print tights and towering heels grow uniformly out of walls. Blindfolded, purse-lipped figures huddle together in a display of the whites, creams and pastels from the collection and teetering piles of sky-high stilettos dot the shop floor, as if discarded.

The Iconoclast project is, in the words of the people at Prada, a chance to highlight ‘the importance of interacting within the world of fashion at the highest and most creative level’. If this first stage of the world-tour is anything to go by, there is much more still to come. With the London leg next up, be sure to watch this space.


575 Broadway


NY 10012

New York


Fashion Features Editor

Jack Moss is the Fashion Features Editor at Wallpaper*. Having previously held roles at 10, 10 Men and AnOther magazines, he joined the team in 2022. His work has a particular focus on the moments where fashion and style intersect with other creative disciplines – among them art and design – as well as championing a new generation of international talent and profiling the industry’s leading figures and brands.