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Must Read: Prada Is Making a Comeback, Public School to Open First Retail Store

Plus, there's a new book on Supreme.
Looks from Prada's Spring 2018 collection. Photo: Catwalking/Getty Images

Looks from Prada's Spring 2018 collection. Photo: Catwalking/Getty Images

These are the stories making headlines in fashion on Thursday.

Prada is making a comeback 
In recent years, Prada has struggled to modernize and capture younger shoppers. However, the luxury brand has spent the 18 months trying to turn things around by introducing new handbag styles and more compelling entry-level price points, as well as enhancing its in-store experiences. The company has also made a more concerted push on the digital front. {Business of Fashion

Public School to open first retail store
Public School held a mysterious party and presentation in Chinatown on the final night of New York Fashion Week: Men's, which guests later learned was a soft launch for the brand's first retail store. In addition to checking out the space, attendees were treated to the label's latest offering, which was made entirely of recycled materials. The designers also created a new PSNY logo. {WWD

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There's a new book about Supreme
The @supremecopies Instagram account, which bills itself as "an archive and comparison page of the many inspirations and references of Supreme," is coming out with a book entitled, "Supreme Copies: The Book." The 120-page coffee table book compiles the account's archives of the brand's influences — from vintage fashion to fine art — and infamous "borrowing" practices. The book is available for purchase here. {Dazed

Urban Outfitters to benefit from rising popularity of high-waisted jeans 
In a recent note to investors, analysts from Morgan Stanley said Urban Outfitters is likely to be the biggest winner of the current fashion shift from skinny jeans to baggier, belly-grazing pants. "[Its] broad but shallow merchandise assortment appears particularly well suited to this new fashion cycle, unlike the narrow and deep assortments of its denim-focused peers, which should extend Urban Outfitters' relative outperformance for multiple quarters and perhaps years," the note read. {Business Insider

How millennials become couture's new clientele 
Millennials crave bespoke, personalized experiences, so why wouldn't they drop the equivalent of a downpayment on a house on an elaborately decorated, custom fitted garment? A group of wealthy 20-somethings have become couture's biggest clients, bringing the once stuffy wearable art into the modern age and in turn proving that the the generation bred in fast fashion can still appreciate the fine craftsmanship of couture. {Vogue UK

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