Prada's curve ball: Fall/Winter 2010/2011 video

Frockwriter talked about the unusual casting this morning. Here is Prada’s video of the Fall/Winter 2010/2011 show if you haven't seen it already, or missed the live stream. And on closer inspection, with all the full-skirted dresses, A-line skirts and Princess line coats – the wardrobe staples of many fuller-figured women (you only have to check the best-selling merchandise of antipodian brands Easton Pearson and Trelise Cooper, which cater specifically to the mature customer) - the brand’s casting strategy makes a whole lot of sense.

Not that there is anything remotely middle aged about the Victoria’s Secret Angels.

But their hyper “sexy” figures, which have placed them at the top of the modelling industry by way of earnings, as distinct to high fashion cachet, make them a little closer to regular women, with breasts and bottoms. As distinct from the androgynous, barely pubescent teenagers who have dominated the runways for the past decade.

Indeed, Dutch bombshell Doutzen Kroes, one of Prada's Victoria's Secret Angels, is one of several high profile models who have dominated fashion coverage over the past fortnight - over the fact they have been excluded from the runways due to issues of weight. On the eve of New York Fashion Week, at a CFDA body image initiative, Kroes told reporters that she rarely does shows because, although she might have done so when she was "11 or 12", she doesn't fit the current runway sample size.

Also on the eve of New York Fashion Week, the well documented weight struggles of Australia's own Gemma Ward were the focus of a 2500 word feature in The New York Post. And Canadian Coco Rocha was on the record with The New York Times saying:

“I’m not in demand for the shows anymore”

Although she was quoted directly in the NYT, on her blog, Rocha later claimed the story was a beatup. Only further confusing matters by admitting:

"in another parallel universe I'm considered "fat"

Presumably, that parallel universe is fashion.

Backstage, Prada talked about going back to the brand’s heritage (there’s that word again). The sexy secretary vibe and Sixties homewares graphics certainly did that.

The braided beehives seemed inspired by both Mad Men (although Miuccia Prda reportedly claims she's never watched it) and the stylish Ukrainian PM Yulia Tymoshenko (a connection previously noted by Bryanboy after Prada’s FW0809 collection).

But it also reminded frockwriter of Prada’s SS08 show, which we clocked in person.

Much was made at the time about the casting of full-bosomed Lara Stone, who also hails from the Netherlands, with many outlets heralding a return of curves to the runway.

Stone seemed somewhat larger two years ago than she is now. To wit, we distinctly recall overhearing backstage model gossip about the first casting she attended in Milan that season. “Jaws dropped” we were told, when Stone entered the room, such was her relative bulk compared to the other ectomorphs.

It is well worth noting that, two years down the track, Stone has just graduated to world number #1 on models.com.