PRADA ON ICE

Where do you find both the chicest of sports and the most adrenaline-spiking? Some would say the Winter Olympics, which kicks off once again in Beijing next February. Another, more immediate – and exclusive – answer would be Prada On Ice, which just arrived at Selfridges London, transforming our Corner Shop into a snow-capped sports centre (complete with a global-exclusive Prada bobsleigh, an ice hockey display and made-to-order sleds) for two weeks.

Gliding from the ski slope to the ice, onto the après and all-important refreshments, the space, along with our online edit, is packed with Prada’s take on everything from snowboards for the powder (which are available to shop in store), to cosy logo knits, personalised bottles, and snug Re-Nylon ski layers from our Project Earth For Nature edit. Read on to explore everything you (and your dog) could possibly want to tackle the first ski season in two years and upgrade your winter layers in impeccable Prada style… 

HIT THE SLOPES 

How can you outclass a mountainful of skiers and boarders? Skills aside, we’d argue it’s by parading down the piste on a pair of Prada skis, snowshoes bearing the Italian brand’s iconic plaque or a snowboard with a bright-red Prada base. The first-ever snowzone in our Corner Shop is ready with all of the above, along with ski style equally worthy of a runway or a black run: think Linea Rossa goggles and triangle-print gloves, through to exclusive-to-Selfridges jackets and ski trousers crafted from the Italian brand’s recycled Re-Nylon fabric.

TACKLE THE ICE 

If you’ve ever watched the likes of the curling or the luge and found yourself thinking, “how hard can it be?”, now’s the time to put your unflexed ice-sport skills to the test. Not a sight usually seen on Oxford Street, a global exclusive Prada bobsleigh is poised in one of our Corner Shop windows, and yes, you can buy your own made-to-order sled – stamped with a Prada plaque, of course. If the aerodynamic kit of speedskating or ice hockey is more your style than salopettes, we’ve also taken care of that, with all-in-ones bearing bold triangles, sporty stripes and floral prints in classic Prada colours. 

SNUGGLE UP AT THE APRÈS 

As much a spectator event as a show of sporting prowess, the Winter Olympics, much like our Prada On Ice space, caters to those who like to keep cosy and kick back – regardless of whether or not you’ve had a long day on the ice. The super-snug cashmere knits, pouch-hiking-boot hybrids and fuzzy bags are high on our winter wish list (shearling is always a good idea for winter, but it’s having a bit of a moment for AW21). And, following up on its capsule collection for our Garden Centre earlier this year that also catered to four-legged fashion fans, there’s even a waterproof Prada jacket for your pooch. 

ENJOY A FEW REFRESHMENTS 

All this activity is thirsty business, making the Piaggio mini van parked at The Selfridges Corner Shop nigh-on essential for when you’ve finished shopping the collection. Come along to enjoy a complimentary coffee to thaw you out after leaving the ice. During the final two weeks of Prada On Ice, you can also have a new Prada water bottle personalised with custom engraving in store. Salute!