Unpacking the Raf Simons at Prada Conspiracy Theory

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Raf Simons is headed to the creative helm of Prada! Oh wait—actually he’s going to its sister brand Miu Miu. Well, it all depends on how recently you’ve refreshed your Twitter timeline. In many ways, the Raf Simons Prada rumor mill is indicative of today’s hype cycle, where the speculation has almost superseded the truth. What started with a now-deleted tweet from Wall Street Journal journalist Jacob Gallagher (truly, a @woj-esque move) has now taken on a life of its own. But what does this obsession with rumors say about us?

The idea that Raf Simons could be headed to Prada makes design sense and business sense. After all, he was at the helm of Jil Sander from 2005-2012 and created some of the house’s most grail-worthy pieces to date—like his marble print collection that was immortalized by Virgil Abloh in thatKanye West and super fashion friends” photo. Given the rapport between Raf Simons and Miuccia Prada—and their mutual appreciation—the match is almost too perfect. But it’s also reflective of the super nerdy fandom that fashion has become.

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