Prada is hosting private, pop-up clubs — a series called “Prada Mode” — to cater to its VIP superfans, The New York Times reports.
Prada is the latest luxury brand to invest in exclusive events — a sign that pop-ups could be the future of high fashion.
So, what does a Prada pop-up look like?
It’s fabulous, obviously. But, more specifically, it offers hand-picked invitees exclusive:
- Location-specific art
- Live musical performances by famous composers and artists
- Award-winning food from critically acclaimed restaurants
- Exclusive panel discussions with artists and academics
If you were wondering — there is NOT a way to pay for entry to these events, you must be invited (if you have to ask, you’re probably not in the Facebook group… ).
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And Prada’s not the only luxury brand investing in primo pop-ups
Once, fancy furs were the trendiest, most conspicuous status symbols.
But now, once-in-a-lifetime Instagram opportunities are arguably trendier, certainly more conspicuous, and therefore more valuable.
And brands have noticed:
- Ralph Lauren has a private club calle Palazzo Ralph Lauren that features private chefs and exclusive clothing collections.
- Alfred Dunhill, the British luxury label, has a private club called Alfred’s in the back of its flagship store (which just happens to be a mansion).
- Giorgio Armani’s founder (yep — Giorgio himself) also runs a private club in Milan and sometimes hosts pop-ups elsewhere.
- Chanel has a private club called the Coco Club that pops up from time to time for exclusive events for its golden-card carriers.
Not all of these events are invite-only, but they are definitely all bougie — and you can bet your bottom follower they’re all Instagrammable.