Words: Thea Bichard. Images: courtesy of Prada.
Slalom through the world of exclusive snow-sports gear and incredible après-ski style as we transform The Corner Shop at Selfridges London into Prada On Ice.


Words: Thea Bichard. Images: courtesy of Prada.
Slalom through the world of exclusive snow-sports gear and incredible après-ski style as we transform The Corner Shop at Selfridges London into 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… 

She wears: Striped logo-plaque stretch-recycled polyester jacketStriped mid-rise stretch-recycled polyester leggings. He wears: Logo-print recycled-nylon jacket (coming soon), Side-stripe recycled-polyester trousers (coming soon), Branded turtleneck stretch-shell jumper (coming soon), Branded leather and knit ski gloves (coming soon). Snowboard available in store at Selfridges London.


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.

Floral-print recycled polyester-blend hoody, Turtleneck top (coming soon), Striped wide-leg recycled-polyester trousersLogo-embellished nylon and leather mittens. Snowboard available in store at Selfridges London.


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. 

Triangle-pattern knitted hat (coming soon), Logo-embroidered cashmere jumper (coming soon), Zip-up top (coming soon), Branded stretch-recycled polyester trousers (coming soon).


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. 


From exclusive-to-Selfridges skiwear to earth-conscious ReNylon layers, statement accessories and the most fashion-forward snowboards the Alps will have ever seen, The Corner Shop is packed with the kind of pieces that will reenergise your winter wardrobe. In true Prada style, they’ve transformed the daunting prospect of the coldest months into a reason to look forward to them.

– Philippa Holden, Selfridges Designer Womenswear Buyer


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! 

Left: Spot-print recycled-nylon down jacket (coming soon), Linea Rossa turtleneck stretch recycled-polyester jumper (coming soon), Branded leather and knit ski gloves (coming soon), Striped recycled-polyester shorts (coming soon), Pouch leather boots (coming soon). Centre: Logo-embellished padded nylon hat, Geometric-print padded recycled-nylon jacket, Branded leather and knit ski gloves. Right: Logo-embellished cashmere-blend hoody, Floral-print stretch-recycled-polyester jumpsuit, Branded leather and knit ski gloves. Snowboards, skis and ski poles available in store at Selfridges London.

Sled down to The Corner Shop...

Head to Selfridges London to shop the Prada On Ice skis, snowboards and made-to-order sleds, and see all of the ice-cold fashion in action (well, sort of...)

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