The Iconoclasts by Prada, Paris

The Iconoclasts by Prada, Paris
(Image credit: Prada)

It seems like only yesterday that Alex White graced us with her Iconoclastic vision at Prada’s Broadway store in New York. The time has come, however, for the final instalment of the four-week, four-editors fashion fix - and where else would we be, but Paris - and with whom else at the helm, but Carine Roitfeld.

Prada Milan

(Image credit: Prada)

See more images Carine Roitfeld's makeover of the Prada store, Paris

Reptile was word of the day at the Avenue Montaigne boutique with python prints, snake accessories and reptilian jewellery abound. The animalistic stylings however, were not confined purely to the collection. Roitfeld adorned the store in a plethora of python-print, with windows, floors and walls clad in the pattern.

With a live serpent-esque dance performed by model Karlie Kloss, snake skin projections on the walls, multi-coloured ribbons trailing to the floor and Grace Jones fuelled jungle themes serenading guests – Roitfeld’s creative direction required little clarification.

The primitive jungle theme may have taken precedence in the Paris store - but the flamboyance of Roitfeld’s concept stood in clever contrast to Prada's predictably flawless backdrop.

With a giant, red, split-tongue carpet running the length of the space, and more snakes than you could shake a stick at - Roitfeld’s reptilian revamp marked the end of Prada’s Iconoclasts with the illustrious ovation it justly deserved.


10 Avenue Montaigne
75008 Paris


Fashion Features Editor

Jack Moss is the Fashion Features Editor at Wallpaper*, joining the team in 2022. Having previously been the digital features editor at AnOther and digital editor at 10 and 10 Men magazines, he has also contributed to titles including i-D, Dazed, 10 Magazine, Mr Porter’s The Journal and more, while also featuring in Dazed: 32 Years Confused: The Covers, published by Rizzoli. He is particularly interested in the moments when fashion intersects with other creative disciplines – notably art and design – as well as championing a new generation of international talent and reporting from international fashion weeks. Across his career, he has interviewed the fashion industry’s leading figures, including Rick Owens, Pieter Mulier, Jonathan Anderson, Grace Wales Bonner, Christian Lacroix, Kate Moss and Manolo Blahnik.