When it comes to luxury goods, few brands are buzzier than Prada. And yet, for a privileged few, picking up the latest collection off-the-rack might not feel special enough. Not exclusive enough. For those blessed with such problems, a reminder that the Italian label has been running a made-to-measure, customisation program for more than two decades now. Dubai is one of the 40 worldwide locations in which this qualitative personalisation service is offered, and it’s solely to its male audience Suits, shirts, and coats get the custom treatment and are available in a range of fabric choices—more than 300, we are told—with a variety of stylistic nips and tucks, and are made according to your measurements (culled from a fitting with an in-house tailor).
The made-to-measure service is not just a base for a damn good suit (although, it certainly is that) but with the introduction of new seasonal fabrics and personalization options, it also allows for a platform to adapt to the constantly evolving nature of Prada’s tailoring. The made-to-measure service allows for the renewal of each fashion season—introducing different materials and details, but also fresh silhouettes.
The textiles range from classic kid mohair and textured wools to exquisite Vicuña, Guanaco, and Guanashina, as well as a range of wools up to Super 210S. Silky-to-touch cottons complete the selection of shirt fabrics, while archive prints, the showpiece of the made-to-measure service, are exclusive to Prada.
Prada describes the clients of its made-to-measure service as men “interested in presenting a classic image with a nod to the latest trends with meticulous attention to detail,”—which is exactly how you would want people to be talking about you behind your back. While every man needs the ability to lean into a traditional way of dressing (the suit! the tie!), it is also wise to subscribe to contemporary fashion. You don’t want to be the relic in the room. You want to be impeccably dressed in the now. After all, devils—handsome ones—wear Prada, too.