The hottest Prada item this season is its eco-conscious water bottle

The Italian label lands at Selfridges’ Corner Store this week, with a camping-inspired edit of hiking boots, backpacks, and camo bomber jackets

Landing at Selfridges this week, Prada has taken over the Corner Shop space with a new edit of hybrid hiking boots, camouflage nylon bomber jackets, and multi-pocketed backpacks – basically, everything you need for an uber-chic camping trip, if your camping trips involve you heading out into the wilderness wearing head-to-toe Italian designer fashion. 

Among all the bucket hats and chunky socks, though, was one particularly surprising item: a Prada-emblazoned, stainless steel water bottle. Because being environmentally conscious really (really!) is so hot right now. 

Available in a wide variety of colours, the bottle is the brand’s latest move towards sustainability and making fashion more environmentally conscious as a whole. Earlier this year, the luxury house reinvented its iconic nylon material to make it more sustainable, recreating six of Prada’s classic bags out of recycled nylon. Mrs P has also vowed that all of the label’s nylon items would be crafted using recycled fabric by 2021. 

Last month, Prada was also among 32 fashion companies signing the Fashion Pact – a non-legally binding agreement aimed at reducing greenhouse gases, with an emphasis on sustainability.

Who knows? Now we’ve got our stainless steel, reusable water bottles, next we might be seeing Prada-branded resuable straws hit the shelves, too. 

The Prada water bottles range from £40-£60, with some models available online.