Prada on Ice transformed the daunting prospect of the coldest months into a reason to look forward to them


Prada on Ice: We are upgrading our winter layers in impeccable Prada style.

The Selfridges Corner Shop: Prada on Ice. @Prada

Explore everything you could possibly want to tackle the first ski season in two years and upgrade your winter layers in impeccable Prada style…

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 the winter wish list. The collection also features a waterproof Prada jacket for your pooch.

Prada on Ice is a slalom through the world of exclusive snow-sports gear and incredible après-ski style as The Corner Shop at Selfridges London.

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 the 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.


The space is packed with Prada’s take on everything from snowboards for the powder, to cosy logo knits, personalised bottles, and snug Re-Nylon ski layers from Selfridges Project Earth For Nature edit.

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 Selfridges 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.

Not a sight usually seen on Oxford Street, a global exclusive Prada bobsleigh is poised in one of Selfridges 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.

“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.

During the final two weeks of Prada On Ice, you can also have a new Prada water bottle personalised with custom engraving in store.