A day beside the seaside with Miucca Prada ... GoSee presents the Prada Summer 2010 look book

Miucca Prada manages to reinvent herself every new season, turns oddities into trends and always, without exception, taps right into the heart of the Zeitgeist. Her Spring / Summer 2010 collection centres on beach culture – subtle, yet extremely striking. The design of the look book is just as contradictory: a literal sea of light experimentation.

The theme of the collection ranges from photo prints of colourfully dressed beach goers and palms to blue pictures of the ocean, to transparent plastic bags and jelly sandals, just how people used to wear them on the stone beaches back in the day. A treasure trove of teardrop shaped Swarovski stones completes the impression of a day on the beach.

Shorts are getting shorter, summer coats and small jackets have taken on more of an A-line shape and their materials have become more resilient. The seams remain unstitched and look rough and full of contrast to the pretty girls with cherry red lips.

The look book offers one male and one female look on every page, still, the colours and illustrious prints are reserved for the ladies. The gents can enjoy light tweed and sophisticated Paisley variations. The graphic and well thought-out pictures embody the anticipation for summer, just like it used to be.

"Beach and antiquity -- high and low -- it is all the same. It is supposed to be an ironic take -- sometimes nostalgic, for a contemporary take on antiquity for those who don't understand the beauty of the past.”, Miucca Prada knows what she is talking about.