Prada

Founded in 1913 in Milan

Overview

Since 1913, Prada has been synonymous with cutting-edge style.

Its intellectual universe combines concept, structure and image through codes that go beyond trends.

Its fashion transcends products, translating conceptuality into a universe that has become a benchmark to those who dare to challenge conventions focusing on experimentation.

Transcending Trends

Through an innovative approach, which draws inspiration from an unconventional analysis of society, Prada elaborates codes that transcend trends.

Style statements born from the passionate examination of disciplines that are, at times, apparently far from fashion, such as art, film and photography, resulting into creations that reinterpret reality from unusual perspectives.

Transcending Products

Unfettered from conceptual limitations and from the strict commitment to stylistic cohesion, the aesthetic codes of the brand have influenced generations of creative minds through manifestos of cultural emancipation that embrace the broadest aspects of life.

Prada’s fashion transcends products bringing ideas and ideals to life through its clothes and accessories, which become tools of confident self-expression.

Looking for New Perspectives

Through her work, Miuccia Prada challenges pre-conceived aesthetic patterns.

Prada is an expression of society and, as such, it changes while Prada evolves accordingly.

What’s simple and classic is distorted and reconsidered in the tireless search of new perspectives.

A state-of-the-art laboratory grounded on the values of instinct and cultural inclination.

Reinterpreting Shared Aesthetic Codes

Conceptuality is Prada’s preferred form of expression in an intellectual commitment to good taste.

In every collection, shared aesthetic codes are reinterpreted through an unusual perspective, while new products challenge material processes with the use of technology and know-how.

An Endless Play of Past, Present and Future

What is considered beauty and what’s deemed questionable are deliberately mixed in an endless play of past, present and future in which bourgeois codes are often broken down and reconstructed.

History

The history of the Prada begins in 1913 when Mario Prada, Miuccia Prada’s grandfather, opened the first Prada store in Milan.

Located in the prestigious Galleria Vittorio Emanuele II, the exclusive Prada boutique offered luggage and luxury goods manufactured with the finest artisanal techniques, using exquisite materials.

The boutique soon establishes itself as elegant shopping destination for the most prestigious Italian and European costumers, consolidating its role in 1919 with the title of Official Supplier of the Italian Royal House, which allows the brand to include the House of Savoy coat of arms and knotted rope design in its trademark logo.

Miuccia Prada and Patrizio Bertelli started working together in the late 1970’s, laying the foundation for the future international expansion of the Group; Patrizio Bertelli pioneered the introduction of a new business model in the luxury industry, based on the direct control of all processes, applying rigorous quality criteria through all stages of production.

A business model that goes hand in hand with Miuccia Prada’s maverick creativity, which commanded international attention for its innovative approach inspired by her unconventional observation of society.

That allows her to anticipate - and often influence – fashion and style trends.

Today the Prada brand offers men’s and women’s leather goods, clothing and footwear, combining contemporary, innovative and sophisticated design with the uniqueness of handcrafted products.

Prada also operates in the eyewear and fragrance sector.

Creativity

Creativity is at the core of the manufacturing process.

Miuccia Prada’s distinctive ability to combine her intellectual curiosity and cultural interests with the research of new ideas through an unconventional approach.

The creative process is based on incessant research and confrontation geared towards the creation of an actual project culture grounded on a method that guides the work of all the actors involved.

Excursus

The exploration of apparently distant universes is imbued in the DNA of the Prada Group, which supports Fondazione Prada’s cultural projects as well as Luna Rossa sporting challenges.

Fondazione Prada was born in 1993 to organize and sponsor contemporary art exhibitions and several other cultural activities that collected international appreciation and recognition.

Patrizio Bertelli’s passion for sailing gave birth to the Prada Challenge for the America’s Cup 2000 team in 1997, undertaking its first America’s Cup challenge, the world’s oldest sporting competition and the most important international regatta.

Prada takes part in the competition as sponsor of the Luna Rossa sailing team for 4 editions of the America’s Cup (2000, 2003, 2007 e 2013), winning the challengers’ selection series in 2000 and making it to the finals in 2007 and 2013.

In 2017 Luna Rossa is chosen once again as the Challenger of Record for the 36th America’s Cup that will take place in 2021 in Auckland, New Zealand.

Products Prada

Products Prada Eyewear