Prada has taken one of the most common hair problems and put it on the runway. At its Spring/Summer 2027 show in Milan, models walked out with big, frizzy and messy-looking hair that seemed far from the smooth styles often seen in fashion.
The hair was not the same on every model. Some wore huge clouds of brushed-out hair, while others had loose waves, short cuts, wet-looking sections or simple pulled-back styles. The different looks made the beauty feel less controlled and more personal.
It raises an interesting question for anyone who has spent years trying to fight frizz: is the so-called 'bad hair day' becoming high fashion?
Prada Makes Frizz High Fashion
Prada presented its Spring/Summer 2027 womenswear collection in Milan on Tuesday, 22 September. The collection was designed by Miuccia Prada and Raf Simons, with skirts at the centre of all 63 runway looks.
But the clothes were not the only part of the show getting attention. Several models appeared with loose and frizzy-looking hair, while one striking look featured a large halo of blonde hair worn with unusual mirrored sunglasses.
Vanity Fair Italia described the Prada hair as purposely tousled and slightly dry-looking, with carefully created volume. The beauty look was paired with natural makeup, keeping the focus on hair that looked wild rather than perfectly styled.
Was the Frizz on Purpose?
The frizz may look accidental, but it appeared alongside a wider mix of deliberately relaxed and textured runway hairstyles, including slick short cuts, pixie cuts and tousled sections.
That sense of variety also fit a collection built around changing perceptions of familiar clothes. Prada described the skirt as a fixed starting point through which different materials, shapes and combinations could create new readings.
The hair therefore complemented a runway that resisted a single polished beauty formula. Rather than giving every model the same hairstyle, the show featured a wide range of textures, lengths and finishes.
Is Frizz the Biggest Trend?
Calling frizzy hair the season's 'biggest beauty trend' is catchy, but it is too early to state that as fact. Prada is one major fashion house showing deliberately undone and textured hair, but one runway cannot prove what will become the biggest trend of Spring/Summer 2027.
There are signs that imperfect hair has been gaining ground beyond this Prada show. Vogue's Milan beauty report from the Autumn/Winter 2026 season highlighted a wider 'Good Bad Hair Day' movement, pointing to deliberately wild, tangled and tousled styles at labels including Etro, Moschino and Bottega Veneta.
Prada's latest runway adds another high-profile example of hair that does not rely on a uniformly smooth or controlled finish. Whether shoppers follow is another question, but the show has certainly given the 'bad hair day' a luxury-fashion moment.
Prada Has Done This Before
This is also not the first time Prada has used hair to make a runway look feel unexpected. Hairstylist Guido Palau has worked on memorable Prada beauty looks in past seasons, including the distinctive hair seen at the brand's Spring 2021 show.
For Spring/Summer 2027, short hair was another major part of the runway. Vogue France highlighted pixie cuts, buzz cuts and short, tousled styles among the show's strongest beauty statements.
The mix makes the message broader than simply 'frizz is fashionable'. Prada showed hair in several forms, from huge and fluffy to short and slick, leaving behind the idea that every model needed the same perfectly controlled finish.
From Bad Hair to Runway
For years, frizz has been sold as something to tame, smooth or hide. Prada's runway offered a very different picture, placing rough, fluffy and deliberately undone-looking hair beside one of Milan Fashion Week's most closely watched collections.
That does not mean everyone will suddenly put away their straighteners. It does show how runway beauty can take an appearance often associated with a 'bad hair day' and place it within a carefully styled fashion presentation.
So, was it a bad hair day or high fashion? At Prada, the messy-looking hair was part of the finished runway presentation. Whether it becomes the season's defining beauty trend will depend on what happens after the runway.
