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Prada S.p.A. (, ; ) is an Italian luxury
fashion house Fashion design is the art of applying design, aesthetics, clothing construction and natural beauty to clothing and its accessories. It is influenced by culture and different trends, and has varied over time and place. "A fashion designer create ...
founded in 1913 in
Milan Milan ( , , Lombard: ; it, Milano ) is a city in northern Italy, capital of Lombardy, and the second-most populous city proper in Italy after Rome. The city proper has a population of about 1.4 million, while its metropolitan city ...
by Mario Prada. It specializes in leather handbags, travel accessories, shoes,
ready-to-wear Ready-to-wear (or ''prêt-à-porter''; abbreviated RTW; "off-the-rack" or "off-the-peg" in casual use) is the term for ready-made garments, sold in finished condition in standardized sizes, as distinct from made-to-measure or bespoke clothing ...
, and other fashion accessories. Prada licenses its name and branding to
Luxottica Luxottica Group S.p.A. is an Italian eyewear conglomerate and the world's largest company in the eyewear industry. It is based in Milan, Italy. Luxottica is a vertically integrated company, which has been described as a monopoly—it designs, ma ...
for eyewear and L’Oréal for fragrances.


History


Founding

The company was started in 1913 by Mario Prada and his brother Martino as ''Fratelli Prada,'' a leather goods shop in Milan. Initially, the shop sold animal goods, imported English steamer trunks, and handbags. Mario Prada did not believe women should have a role in business, so he prevented female family members from entering his company. Ironically, Mario's son had no interest in the business, so it was Mario's daughter Luisa who succeeded Mario and ran Prada for almost twenty years. Luisa's daughter,
Miuccia Prada Miuccia Bianchi Prada (; born Maria Bianchi on 10 May 1949) is an Italian billionaire fashion designer and businesswoman. She is the head designer of Prada and the founder of its subsidiary Miu Miu. As of October 2021, ''Forbes'' estimated her ...
, joined the company in 1970, eventually taking over from Luisa in 1978. Miuccia began making waterproof backpacks out of ''Pocono'', a
nylon Nylon is a generic designation for a family of synthetic polymers composed of polyamides ( repeating units linked by amide links).The polyamides may be aliphatic or semi-aromatic. Nylon is a silk-like thermoplastic, generally made from pet ...
fabric. She met Patrizio Bertelli in 1977, an Italian who had begun his own leather goods business at the age of 24, and he joined the company soon after. He advised Miuccia on company business, which she followed. It was his advice to discontinue importing English goods and to change the existing luggage.


Development

Miuccia inherited the company in 1978 by which time sales were up to U.S. $450,000. With Bertelli alongside her as business manager, Miuccia was allowed time to implement her creativity in the company's designs. She would go on to incorporate her ideas into the house of Prada that would change it. She released her first set of backpacks and totes in 1979. They were made out of a tough military spec black nylon that her grandfather had used as coverings for steamer trunks. Initial success was not instant, as they were hard to sell due to the lack of advertising and high prices, but the lines would go on to become her first commercial hit. Next, Miuccia and Bertelli sought out wholesale accounts for the bags in upscale department stores and boutiques worldwide. In 1983, Prada opened a second boutique in the centre of the Galleria Vittorio Emanuele in Milan's shopping heart, on the site of the previous historic "London House" emporium run by Felice Bellini from 1870 to the 1960s, reminiscent of the original shop, but with a sleek and modern contrast to it. The next big release was a nylon tote. That same year, the house of Prada began expansion across continental Europe and the United States by opening locations in prominent shopping districts within
Florence Florence ( ; it, Firenze ) is a city in Central Italy and the capital city of the Tuscany region. It is the most populated city in Tuscany, with 383,083 inhabitants in 2016, and over 1,520,000 in its metropolitan area.Bilancio demografico ...
, Paris,
Madrid Madrid ( , ) is the capital and most populous city of Spain. The city has almost 3.4 million inhabitants and a metropolitan area population of approximately 6.7 million. It is the second-largest city in the European Union (EU), and ...
, and New York City. A shoe line was also released in 1984. In 1985 Miuccia released the "classic Prada handbag" that became an overnight sensation. Although practical and sturdy, its sleek lines and craftsmanship had a luxury that has become the Prada signature. In 1987, Miuccia and Bertelli married. Prada launched its women's ready-to-wear collection in 1988, and the designs came to be known for their dropped waistlines and narrow belts. Prada's popularity increased when the fashion world took notice of its clean lines, opulent fabrics, and basic colors. The logo for the label was not as obvious a design element as those on bags from other prominent luxury brands such as
Louis Vuitton Louis Vuitton Malletier, commonly known as Louis Vuitton (, ), is a French high-end Luxury goods, luxury fashion house and company founded in 1854 by Louis Vuitton (designer), Louis Vuitton. The label's LV monogram appears on most of its produc ...
. It tried to market its lack of prestigious appeal, including of its apparel, by projecting an image of "anti-status" or "inverse snobbery".


1990s

Prada's originality made it one of the most influential fashion houses, and the brand became a premium status symbol in the 1990s. Sales were reported at L 70 billion, or US$31.7 million, in 1998. Patrizio di Marco took charge of the growing business in the United States after working for the house in Asia. He was successful in having the Prada bags prominently displayed in department stores, so that they could become a hit with fashion editors. Prada's continued success was attributed to its "working-class" theme which,
Ginia Bellafante Ginia Bellafante (born March 31, 1965) is an American critic and columnist for ''The New York Times''. Career Bellafante worked at ''Time'', as a senior reporter covering fashion, until 1999. She then joined ''The New York Times'' as a fashio ...
at ''The New York Times Magazine'' proclaimed, "was becoming chic in the high-tech, IPO-driven early 1990s." Furthermore, now husband and wife, Miuccia and Bertelli led the Prada label on a cautious expansion, making products hard to come by. In 1992, the
high fashion ''Haute couture'' (; ; French for 'high sewing', 'high dressmaking') is the creation of exclusive custom-fitted high-end fashion design that is constructed by hand from start-to-finish. Beginning in the mid-nineteenth century, Paris became the ...
brand
Miu Miu Miu Miu is an Italian high fashion women's clothing and accessory brand and a fully owned subsidiary of Prada. It is headed by Miuccia Prada and headquartered in Paris, France. History Miu Miu was established in 1992 by Miuccia Prada. The name ...
, named after Miuccia's nickname, launched. Miu Miu catered to younger consumers and celebrities. By 1993 Prada was awarded the
Council of Fashion Designers of America The Council of Fashion Designers of America, Inc. (CFDA), founded in 1962 by publicist Eleanor Lambert, and headquartered in Manhattan, is a not-for-profit trade association comprising a membership of over 450 American fashion and accessory d ...
(CFDA) award for accessories. The first ready-to-wear menswear collection was Spring/Summer 1998. By 1994, sales were at US$210 million, with clothing sales accounting for 20% (expected to double in 1995). Prada won another award from the CFDA, in 1995 as a "designer of the year" 1996 witnessed the opening of the 18,000 ft² Prada boutique in
Manhattan Manhattan (), known regionally as the City, is the most densely populated and geographically smallest of the five boroughs of New York City. The borough is also coextensive with New York County, one of the original counties of the U.S. state ...
, New York, the largest in the chain at the time. By now the House of Prada operated in 40 locations worldwide, 20 of which were in Japan. The company owned eight factories and subcontracted work from 84 other manufacturers in Italy. Prada's and Bertelli's respective businesses were merged to create Prapar B.V. in 1996. The name, however, was later changed to Prada B.V., and Patrizio Bertelli was named Chief Executive Officer of the Prada luxury company. 1996 can also be seen as marking an important turning point in Prada's aesthetics, one that fueled the brand's worldwide reputation. Journalists praised Miuccia's development of an “ugly chic” style, which initially confused customers by offering blatantly unsexy outfits which then revealed to offer daring and original takes on the relationship between fashion and desire. Since then Prada has been regarded as one of the most intelligent and conceptual designers. In 1997, Prada posted revenue of US$674 million. Another store in Milan opened that same year. According to ''
The Wall Street Journal ''The Wall Street Journal'' is an American business-focused, international daily newspaper based in New York City, with international editions also available in Chinese and Japanese. The ''Journal'', along with its Asian editions, is published ...
'', Bertelli smashed the windows of the store a day before the opening, after he had become deeply unsatisfied with the set-up. Bertelli also acquired shares in the
Gucci group Gucci (, ; ) is an Italian high-end Luxury goods, luxury fashion house based in Florence, Italy. Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and branding to Coty Inc., ...
, and later blamed Gucci for "aping his wife's designs." In June 1998, Bertelli gained 9.5%
return on investment Return on investment (ROI) or return on costs (ROC) is a ratio between net income (over a period) and investment (costs resulting from an investment of some resources at a point in time). A high ROI means the investment's gains compare favourably ...
at US$260 million. Analysts began to speculate that he was attempting a take over of the Gucci group. The proposition seemed unlikely, however, because Prada was at the time still a small company and was in debt. ''Funding Universe'' states that "At the very least, Prada had a voice as one of Gucci's largest shareholders (a 10 percent holding would be required for the right to request a seat on the board) and would stand to profit tidily should anyone try to take over Gucci." However, Bertelli sold his shares to Moët-Hennessy • Louis Vuitton chairman
Bernard Arnault Bernard Jean Étienne Arnault (; born 5 March 1949) is a French business magnate, investor, and art collector. He is the co-founder, chairman, and chief executive officer of LVMH Moët Hennessy – Louis Vuitton SE, the world's largest luxury ...
in January 1998 for a profit of US$140 million. Arnault was in fact attempting a take over of Gucci. LVMH had been purchasing fashion companies for a while and already owned
Dior Christian Dior SE (), commonly known as Dior (stylized DIOR), is a French luxury fashion house controlled and chaired by French businessman Bernard Arnault, who also heads LVMH, the world's largest luxury group. Dior itself holds 42.36% shar ...
, Givenchy, and other luxury brands. Gucci, however, managed to fend him off by selling a 45% stake to industrialist François Pinault, for US$3 billion. In 1998, the first Prada menswear boutique opened in Los Angeles. Prada was determined to hold a leading portfolio of luxury brands, like the Gucci group and LVMH. Prada purchased 51% of Helmut Lang's company based in New York for US$40 million in March 1999. Lang's company was worth about US$100 million. Months later, Prada paid US$105 million to have full control of Jil Sander A.G., a German-based company with annual revenue of US$100 million. The purchase gained Prada a foothold in Germany, and months later Jil Sander resigned as chairwoman of her namesake company. Church & Company, an English shoemaker, also came under the control of Prada, when Prada bought 83% of the company for US$170 million. A joint venture between Prada and the De Rigo group was also formed that year to produce Prada eyewear. In October 1999, Prada joined with LVMH and beat Gucci to buy a 51% stake in the Rome-based Fendi S.p.A. Prada's share of the purchase (25.5%) was worth US$241.5 million out of the reported US$520 million total paid by both Prada and LVMH. Prada took on debts of Fendi, as the latter company was not doing well financially. These acquisitions elevated Prada to the top of the luxury goods market in Europe. Revenue tripled from that of 1996, to L2 trillion. Despite apparent success, the company was still in debt.


2000s

The company's merger and purchasing sprees slowed in the 2000s. However, the company signed a loose agreement with
Azzedine Alaia Izz ud-Din, Izz al-Din (Arabic: عزّ الدين or commonly written عزّ الدين, ''‘izzu ’d-dīn'', ''‘izza ’d-dīn'', in the modern day mostly written as Azzedine or Azzeddine) is an Arabic male given name meaning "high rank (honour ...
. Skincare products in unit doses were introduced in the United States, Japan, and Europe in 2000. A 30-day supply of cleansing lotion was marketed at the retail price of US$100. To help pay off debts of over US$850  million, the company planned on listing 30% of the company on the Milan Stock Exchange in June 2001. However, the offering slowed down after a decline in spending on luxury goods in the United States and Japan. In 2001, under the pressure of his bankers, Bertelli sold all of Prada's 25.5% share in Fendi to LVMH. The sale raised only US$295 million. By 2006, the Helmut Lang, Amy Fairclough, Ghee, and
Jil Sander Heidemarie Jiline "Jil" Sander (; b. 27 November 1943) is a German minimalist fashion designer and the founder of the Jil Sander fashion house. Early life and education Heidemarie Jiline Sander was born in Wesselburen, Nazi Germany on 27 Nov ...
labels were sold. Jil Sander was sold to the private equity firm Change Capital Partners, which was headed by Luc Vandevelde, the chairman of
Carrefour Carrefour () is a French multinational retail and wholesaling corporation headquartered in Massy, France. The eighth-largest retailer in the world by revenue, it operates a chain of hypermarkets, groceries stores and convenience stores, whic ...
, while the Helmut Lang label is now owned by Japanese fashion company Link Theory. Prada is still recovering from the Fendi debt. More recently, a 45% stake of the Church & Company brand has been sold to Equinox. The Prada Spring/Summer 2009 Ready-to-Wear fashion show, held on 23 September 2008 in
Milan Milan ( , , Lombard: ; it, Milano ) is a city in northern Italy, capital of Lombardy, and the second-most populous city proper in Italy after Rome. The city proper has a population of about 1.4 million, while its metropolitan city ...
, got infamous coverage because all the models on the catwalk were tottering – several of them stumbled, while two models fell down in front of the photographers and had to be helped by spectators to get up. They removed their shoes in order to continue their walk. One more model (
Sigrid Agren Sigrid Agren is a French model from Martinique, who rose to prominence during the Elite Model Look in 2006. Early life Agren was born and raised in Martinique, to a Swedish father and a French mother. She entered the Elite Model Look in France ...
) even had to stop and go back during the finale walk as she couldn't manage walking in her high heels any longer. Interviewed right after the show, one model declared: "I was having a panic attack, my hands were shaking. The heels were so high." The designer
Miuccia Prada Miuccia Bianchi Prada (; born Maria Bianchi on 10 May 1949) is an Italian billionaire fashion designer and businesswoman. She is the head designer of Prada and the founder of its subsidiary Miu Miu. As of October 2021, ''Forbes'' estimated her ...
, on her side, did not blame the height of the shoes, but the silk little socks inside, which were slippery and moved inside of the shoes, preventing the models' feet from having a correct grip on the sole. Miuccia Prada also assured that the shoes sold in stores would have a lower heel, and that the little socks would be sewn into the shoes in order to prevent further slips. But many fashionistas rightly claimed that the socks, once sewn into the shoes, would be non-washable and would quickly stink and become grey. Consequently, the shoes have never been commercially sold.


2010s

According to ''
Fortune Fortune may refer to: General * Fortuna or Fortune, the Roman goddess of luck * Luck * Wealth * Fortune, a prediction made in fortune-telling * Fortune, in a fortune cookie Arts and entertainment Film and television * ''The Fortune'' (1931 film) ...
'', Bertelli planned on increasing revenue of the company to US$5 billion by 2010. Prada is the main buyer from the Turkish leather factory DESA, which was found guilty by the Turkish Supreme Court of illegally dismissing workers who joined a union. The
Clean Clothes Campaign The Clean Clothes Campaign (CCC) is the garment industry's largest alliance of labour unions and non-governmental organizations. The civil society campaign focuses on the improvement of working conditions in the garment and sportswear industries. ...
, a labor rights organization based in Europe, has called on Prada to ensure that freedom of association is respected at the factory. On January 30, 2013,
Clean Clothes Campaign The Clean Clothes Campaign (CCC) is the garment industry's largest alliance of labour unions and non-governmental organizations. The civil society campaign focuses on the improvement of working conditions in the garment and sportswear industries. ...
reported, "Trade Union Harassment Continues at Prada Supplier". On May 6, 2011,
Hong Kong Stock Exchange The Stock Exchange of Hong Kong (SEHK, also known as Hong Kong Stock Exchange) is a stock exchange based in Hong Kong. As of the end of 2020, it has 2,538 listed companies with a combined market capitalization of HK$47 trillion. It is rep ...
was accused on approving Prada's IPO during Prada Gender Discrimination Case which Prada was ultimately to win. Feminist NGOs and
Hong Kong Legislative Council The Legislative Council of the Hong Kong Special Administrative Region (LegCo) is the unicameral legislature of Hong Kong. It sits under China's "one country, two systems" constitutional arrangement, and is the power centre of Hong Kong' ...
lawmaker
Lee Cheuk-yan Lee Cheuk-yan (; born 12 February 1957 in Shanghai) is a Hong Kong politician and social activist. He was a member of the Legislative Council of Hong Kong from 1995 to 2016, when he lost his seat. He represented the Kowloon West and the Manuf ...
protested in front of
Hong Kong Stock Exchange The Stock Exchange of Hong Kong (SEHK, also known as Hong Kong Stock Exchange) is a stock exchange based in Hong Kong. As of the end of 2020, it has 2,538 listed companies with a combined market capitalization of HK$47 trillion. It is rep ...
. On June 24, 2011, the brand was listed on the
Hong Kong Stock Exchange The Stock Exchange of Hong Kong (SEHK, also known as Hong Kong Stock Exchange) is a stock exchange based in Hong Kong. As of the end of 2020, it has 2,538 listed companies with a combined market capitalization of HK$47 trillion. It is rep ...
to raise $2.14 billion, but failed to meet expectations reported by AAP on June 17, 2011 and Bloomberg. In 2015, Prada's turnover was 3,551.7 million euros, up 1 percent from 2014, while its gross operating profit fell 16.5 percent to 954.2 million euros. In February 2015, a report in ''The New York Times'' by Charles Curkin was published about the use of ostrich leather by luxury fashion brands and the brutal methods by which it is removed from the flightless birds. It was based on a months-long investigation conducted by PETA and namechecked Prada as one of fashion's key brands dealing in products made from ostrich skin. In July 2016, Prada clothing became available to purchase online for the first time through Net-a-Porter and
Mytheresa Mytheresa is a German e-commerce luxury fashion company, with headquarters in Munich, Germany. Founded in 2006, it operates local-language based websites for international markets in English, German, Spanish, French, Italian, Arabic, Chinese and ...
. As of March 2018, Prada's sales turned positive after declining since 2014, and their stock jumped 14% at the news. Stating that Prada would be "(f)ocusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products," the company announced in 2019 that fur will be eliminated from the collection and all house brands as of 2020.


2020s

In February 2020, Miuccia Prada and Patrizio Bertelli named the Belgian designer
Raf Simons Raf Jan Simons (; born 12 January 1968) is a Belgian fashion designer. Beginning in furniture design, Simons launched his own menswear label in 1995. He was creative director at Jil Sander (2005–2012), Christian Dior (2012–2015), and Calvin K ...
as co-creative director. In August 2020, the fashion house announced it would no longer use
kangaroo leather Kangaroo leather is a strong light weight leather derived from the hide of the kangaroo. Kangaroos are harvested. Both the meat and the hides are sold. Although hunting most species of macropod is prohibited, a small number of the large-sized ...
in its products. In 2020, fashion magazine
Vanity Teen ''Vanity Teen'' is an independent biannual fashion magazine based in New York, United States and London, United Kingdom, edited by Toni Pérez and Luis Alonso Murillo. It features young artists' work of new models from agencies around the wor ...
promoted its Prada Resort 21 campaign.


America's Cup and the Prada Cup

Patrizio Bertelli's passion for sailing led Prada to form Team Luna Rossa in 1997 in order to participate in the America's Cup. On September 28, 2017 it was announced by the
Royal New Zealand Yacht Squadron The Royal New Zealand Yacht Squadron is a New Zealand yacht club, and the club behind New Zealand's America's Cup campaigns, under the guises of New Zealand Challenge and Team New Zealand. It held the America's Cup from 1995 until 2003, becomin ...
that Prada will be the hosting sponsor of Challenger Selection Series at the
2021 America's Cup The 36th America's Cup in March 2021 was the latest staging of the America's Cup yacht race. It was contested on the inner Hauraki Gulf off Auckland, New Zealand, between the Royal New Zealand Yacht Squadron and Circolo della Vela Sicilia of I ...
, superseding the role of
Louis Vuitton Louis Vuitton Malletier, commonly known as Louis Vuitton (, ), is a French high-end Luxury goods, luxury fashion house and company founded in 1854 by Louis Vuitton (designer), Louis Vuitton. The label's LV monogram appears on most of its produc ...
started in 1983. The Challenger Selection Series that was the
Louis Vuitton Cup The Louis Vuitton Cup was the name of the Challenger Selection Series sailing competition from 1983, named after its sponsor, Louis Vuitton. The winner of the competition became the challenger to compete with the defender of the America's Cu ...
, will now be known as the Prada Cup, and the America's Cup Match will be presented by Prada. It will be held in
Auckland Auckland (pronounced ) ( mi, Tāmaki Makaurau) is a large metropolitan city in the North Island of New Zealand. The most populous urban area in the country and the fifth largest city in Oceania, Auckland has an urban population of about I ...
,
New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island coun ...
, January 2021.


Businesses today


Runway shows

Prada hosts seasonal runway shows on the international fashion calendar, taking place in Milan often at one of the brand's spaces. 1988 – first womenswear show in Milan 1998 – first menswear show in Milan Resort 2019 was shown in New York City at Prada's New York headquarters. The show was broadcast over screens in Times Square. Previous Prada models include
Daria Werbowy Daria Werbowy (born 19 November 1983) is a Canadian retired fashion model born in Poland. She became a spokesmodel for the French beauty brand Lancôme in 2005. According to '' Forbes'', Werbowy has appeared on over 50 international ''Vogue'' ...
,
Gemma Ward Gemma Louise Ward is an Australian model and actress. Born in Perth, Western Australia, Ward was first scouted at the age of 14, and made her Australian Fashion Week debut aged 15. She later became the youngest model to appear on the cover of th ...
,
Vanessa Axente Vanessa Axente (born 19 November 1995) is a Hungarian fashion model. Early life Vanessa Axente was born in Nagylengyel, Hungary. Her older sister, Benedetta, a model, was the one who convinced her to visit her agency in Budapest, and start ...
,
Suvi Koponen Suvi Maria Riggs, (née Koponen; born 26 March 1988 in Vantaa, Finland), is a Finnish fashion model who rose to fame after winning the 2005 '' Mallikoulu'' (''Model School'' in English) contest in Finland. She has worked for numerous designers ...
,
Ali Stephens Alison F. Stephens (born May 10, 1991) is an American model. Early life Stephens was born in Salt Lake City, Utah. She participated in cross country running at East High School, placing second in her region in 2006. Personal life Stephens h ...
, Vlada Roslyakova and
Sasha Pivovarova Aleksandra Igorevna Pivovarova (russian: Александра Игоревна Пивоварова; born 21 January 1985), is a Russian supermodel and actress. She is best known as the longest appearing fashion model for Prada, posed for 19 adv ...
, who went on to appear in Prada's ad campaigns for six consecutive seasons after opening the Prada fall 2005 runway show. Prada has also featured many actors as models in their menswear shows and campaigns, including
Gary Oldman Gary Leonard Oldman (born 21 March 1958) is an English actor and filmmaker. Known for his versatility and intense acting style, he has received various accolades, including an Academy Award, a Golden Globe Award, and three British Academy F ...
,
Adrien Brody Adrien Nicholas Brody (born April 14, 1973) is an American actor. He received widespread recognition and acclaim after starring as Władysław Szpilman in Roman Polanski's '' The Pianist'' (2002), for which he won the Academy Award for Best Acto ...
, Emile Hirsch and
Norman Reedus Norman Mark Reedus (born January 6, 1969) is an American actor best known for starring as Daryl Dixon in the AMC horror drama series '' The Walking Dead'' (2010–2022). He also starred as Murphy MacManus in the film ''The Boondock Saints'' (19 ...
. Prada's runway music is designed by Frédéric Sanchez.


Boutiques

Prada has commissioned architects, most notably
Rem Koolhaas Remment Lucas Koolhaas (; born 17 November 1944) is a Dutch architect, architectural theorist, urbanist and Professor in Practice of Architecture and Urban Design at the Graduate School of Design at Harvard University. He is often cited as a r ...
and
Herzog & de Meuron Herzog & de Meuron Basel Ltd.,
" Herzog & de Meuron. Retrieved on 11 October 2012. "Herzog & de Meuron Basel Ltd. R ...
, to design flagship stores in various locations. 1913 – The original Prada store opened in Milan in inside the Galleria Vittorio Emanuele II. 1919 - Prada was appointed Official Supplier to the Italian Royal Household; as such, it incorporated the House of Savoy's coat of arms and knotted rope design into its logo. 1983 – Retail expansion sees a new boutique opened in Milan, as well as New York, Madrid, London, Paris, and Tokyo. 1991 – Further retail expansion and more boutiques open in New York City, China, and Japan. 2001 – Broadway Epicenter in New York City by OMA opens. 2003 – Tokyo Epicenter by
Herzog & de Meuron Herzog & de Meuron Basel Ltd.,
" Herzog & de Meuron. Retrieved on 11 October 2012. "Herzog & de Meuron Basel Ltd. R ...
opens. 2004 – Los Angeles Epicenter by OMA group opens. Restored in 2012. 2008 – A duplex megastore was opened in
Kuala Lumpur , anthem = ''Maju dan Sejahtera'' , image_map = , map_caption = , pushpin_map = Malaysia#Southeast Asia#Asia , pushpin_map_caption = , coordinates = , sub ...
at the
Pavilion Kuala Lumpur Pavilion Kuala Lumpur is a shopping centre situated in the Bukit Bintang district in Kuala Lumpur, Malaysia. History Pavilion Kuala Lumpur was built on the former site of Bukit Bintang Girls' School, the oldest school in Kuala Lumpur, which was ...
. 2009 – A new store focussing on the Prada ''Made to Order'' collection opened on Corso Venezia, Milan, designed by architect Robert Baciocchi. 2012 – In June, Prada opened its largest ever boutique in Dubai's Mall of the Emirates.


Arts and architecture

Inaugurated in 2000, Prada's Milan Headquarters are located in a former industrial space between via Bergamo and Via Fogazzaro. An art installation by
Carsten Höller Carsten Höller (born December 1961) is a German artist. He lives and works in Stockholm, Sweden.Alice Rawsthorn (January 2012)"Cliff Hanger - The Ghanaian home of artists Carsten Höller and Marcel Odenbach goes above—and beyond" ''W Magazine' ...
that takes the form of a three-story metal slide leads from Miuccia Prada's office to the interior courtyard. Completed in 2002, Prada's New York City Headquarters open, located in a former Times Square piano factory renovated by the
Herzog & de Meuron Herzog & de Meuron Basel Ltd.,
" Herzog & de Meuron. Retrieved on 11 October 2012. "Herzog & de Meuron Basel Ltd. R ...
architecture firm. 2003 – "Garden-Factories" Project – Prada collaborates with architect Guido Canali to rejuvenate the landscape surrounding their manufacturers. In 2004, "Waist Down – Skirts by Miuccia Prada" bowed at the Tokyo Epicenter. A traveling exhibition featuring 100 skirts designed by Miuccia Prada and conceived by curator Kayoko Ota of AMO in collaboration with Mrs. Prada, the exhibition went on to Shanghai, New York, Los Angeles and Seoul. Completed in 2009, Prada commissioned an unusual multi-purpose building from Rem Koolhaas's OMA group called the
Prada Transformer The Prada Transformer is an unusual building which has one of four different apparent shapes, depending on the function for which the building is needed at the moment. The building is roughly in the shape of a tetrahedron. Cranes rotate the buildi ...
in
Seoul Seoul (; ; ), officially known as the Seoul Special City, is the Capital city, capital and largest metropolis of South Korea.Before 1972, Seoul was the ''de jure'' capital of the North Korea, Democratic People's Republic of Korea (North Korea ...
. The building was first used to display the "Waist Down – Skirts by Miuccia Prada" exhibition, and later changed into a movie theater. In 2012, Mrs. Prada, along with designer
Elsa Schiaparelli Elsa Schiaparelli ( , also , ; 10 September 1890 – 13 November 1973) was a fashion designer from an Italian nobility, Italian aristocratic background. She created the Schiaparelli (fashion house), house of Schiaparelli in Paris in 1927, w ...
, was the subject of the
Metropolitan Museum of Art The Metropolitan Museum of Art of New York City, colloquially "the Met", is the largest art museum in the Americas. Its permanent collection contains over two million works, divided among 17 curatorial departments. The main building at 1000 ...
's exhibition, "Impossible Conversations". The Los Angeles Epicenter was also restored in 2012. In 2014, an exhibition called "Pradasphere" bowed in London's
Harrods Harrods Limited is a department store located on Brompton Road in Knightsbridge, London, England. It is currently owned by the state of Qatar via its sovereign wealth fund, the Qatar Investment Authority. The Harrods brand also applies to ot ...
and Hong Kong's Central Ferry Pier 4, highlighting the Prada universe. In 2015, Prada opened a permanent home for
Fondazione Prada Fondazione Prada, co-chaired by Miuccia Prada and Patrizio Bertelli since 1995, is an institution dedicated to contemporary art and culture. From 1993 to 2010, the Fondazione has organised 24 solo shows at its exhibition spaces in Milan, conceiv ...
in Milan. Located in a former distillery redesigned by Rem Koolhaas's OMA group, it hosts a permanent collection of site-specific art as well as galleries of rotating exhibits. Intended to act as a gathering space for the local community, it also features a performance space, movie theater, bookstore, and a cafe – Bar Luce, with an interior designed by director
Wes Anderson Wesley Wales Anderson (born May 1, 1969) is an American filmmaker. His films are known for their eccentricity and unique visual and narrative styles. They often contain themes of grief, loss of innocence, and dysfunctional families. Cited by ...
. In 2016, after 6 years of restoration Prada opened an events space in a historic residence in the Rong Zhai district of Shanghai, China.


Costume design

In 2007, Miuccia Prada contributed costume designs for two digital characters in the CGI film Appleseed Ex Machina. In 2010,
Giuseppe Verdi Giuseppe Fortunino Francesco Verdi (; 9 or 10 October 1813 – 27 January 1901) was an Italian composer best known for his operas. He was born near Busseto to a provincial family of moderate means, receiving a musical education with the h ...
’s ''
Attila Attila (, ; ), frequently called Attila the Hun, was the ruler of the Huns from 434 until his death in March 453. He was also the leader of a tribal empire consisting of Huns, Ostrogoths, Alans, and Bulgars, among others, in Central and E ...
'' premiered at New York’s
Metropolitan Opera The Metropolitan Opera (commonly known as the Met) is an American opera company based in New York City, resident at the Metropolitan Opera House at Lincoln Center, currently situated on the Upper West Side of Manhattan. The company is opera ...
with costumes by Miuccia Prada. In 2013, Miuccia Prada designed costumes for
Baz Luhrmann Mark Anthony Luhrmann (born 17 September 1962), known professionally as Baz Luhrmann, is an Australian film director, producer, writer and actor. With projects spanning film, television, opera, theatre, music and recording industries, he is re ...
's film ''
The Great Gatsby ''The Great Gatsby'' is a 1925 novel by American writer F. Scott Fitzgerald. Set in the Jazz Age on Long Island, near New York City, the novel depicts first-person narrator Nick Carraway's interactions with mysterious millionaire Jay Gatsby ...
'' in collaboration with costume designer Catherine Martin.


Eyewear

2000 – Eyewear launched under Prada and Miu Miu labels, manufactured by
Luxottica Luxottica Group S.p.A. is an Italian eyewear conglomerate and the world's largest company in the eyewear industry. It is based in Milan, Italy. Luxottica is a vertically integrated company, which has been described as a monopoly—it designs, ma ...
.


Perfumes

2004 – Fragrance launched with the Puig company. Women's fragrances were followed by men's fragrances in 2006. *''PRADA'' for women, 2004 *''Tendre'' for women, 2006 *''PRADA Amber pour Homme (Prada Man)'' for men, 2006 *''Benjoin (Essence exclusive N°9)'' for women, 2007 *''Infusion d'Iris'' for women, 2007 *''Infusion d'Homme'' for men, 2008 *''L'eau ambrée'' for women, 2009 *''Prada Amber pour Homme Intense'' for men, 2011 *''Prada Candy'' for women, 2011 *Prada ''Olfactories'' collection, 2015 *''La Femme Prada'' for women and ''L'Homme Prada'' for men, 2016 *''La Femme Prada Intense'' for women and ''L'Homme Prada Intense'' for men, 2017 *''La Femme Prada L'eau'' for women, 2017


LG Prada mobile phone

In May 2007, Prada began producing mobile phones with
LG Electronics LG Electronics Inc. () is a South Korean multinational electronics company headquartered in Yeouido-dong, Seoul, South Korea. LG Electronics is a part of LG Corporation, the fourth largest '' chaebol'' in South Korea, and often considered ...
. Three mobile phones resulted from this collaboration:
LG Prada (KE850) The LG KE850, also known as the LG Prada, is a touchscreen mobile phone made by LG Electronics. It was first announced on December 12, 2006 and was created in collaboration with Italian luxury designer Prada. It was made official in a press rele ...
,
LG Prada II (KF900) The LG KF900, also known as the LG Prada II, is a touchscreen, with slide out qwerty keyboard, mobile phone made by LG Electronics. It is the second version of the Prada phone, following the original LG Prada (KE850). The phone's looks are basi ...
and LG Prada 3.0.


Watches

Production of watches started in 2007 and was suspended in 2012. One of the watch models produced by Prada, the Prada Link, is compatible with
bluetooth Bluetooth is a short-range wireless technology standard that is used for exchanging data between fixed and mobile devices over short distances and building personal area networks (PANs). In the most widely used mode, transmission power is limi ...
technology and can connect with the LG Prada II mobile phone.


Prada in popular culture


Films

The 1999 feature film ''
10 Things I Hate About You ''10 Things I Hate About You'' is a 1999 American teen romantic comedy film directed by Gil Junger and starring Julia Stiles, Heath Ledger, Joseph Gordon-Levitt, and Larisa Oleynik. The screenplay, written by Karen McCullah Lutz and Kirs ...
'' features the following exchange extolling the virtues of Prada ownership: The 2006 feature film '' The Devil Wears Prada'' (based on the 2003 book of the same name written by Lauren Weisberger) earned
Meryl Streep Mary Louise Meryl Streep (born June 22, 1949) is an American actress. Often described as "the best actress of her generation", Streep is particularly known for her versatility and accent adaptability. She has received numerous accolades throu ...
an Oscar nomination for her role. Her shoe wardrobe for the film was said to be "at least 40% Prada" by the costume designer
Patricia Field Patricia Field (born February 12, 1942) is an American costume designer, stylist and fashion designer. Early life Field was born in 1942 in New York City to an Armenian father and a Greek mother, who emigrated from Plomari, Lesbos, Greece. ...
.
Anna Wintour Dame Anna Wintour (; born 3 November 1949) is a British journalist based in New York City who has served as editor-in-Chief of ''Vogue'' since 1988 and Global Chief Content Officer for Condé Nast since 2020; she is also the artistic directo ...
, editor-in-chief of American Vogue and the supposed inspiration for Meryl Streep's character, wore Prada to the film's premiere.


Art

In 2005, a false Prada boutique was built as an art installation 26 miles away from Marfa, Texas. Called "
Prada Marfa ''Prada Marfa'' is a permanent sculptural art installation by artists Elmgreen & Dragset, located along U.S. Route 90 in Jeff Davis County, Texas, United States, northwest of Valentine, and about northwest of Marfa (its namesake city) ...
," the purpose of the structure was to eventually disintegrate into its surroundings. Shoes and bags were provided by Miuccia Prada from the Summer Season 2005 collection. The installation was looted after being completed, and the restoration needed led to a revise in plans, making the structure a permanent installation.


Controversies


Prada Female Discrimination Case

Prada Female Discrimination Case was the first women's rights lawsuit and movement of luxury fashion industry that appeared in the global media in 2010. It was named “David vs. Goliath” by the global NGOs leader. The Prada Female Discrimination Case occurred 10 years before the
Me Too movement #MeToo is a social movement against sexual abuse, sexual harassment, and rape culture, in which people publicize their experiences of sexual abuse or sexual harassment. The phrase "Me Too" was initially used in this context on social media in ...
and was started by fashion executive, Rina Bovrisse. On December 10, 2009, Bovrisse filed a lawsuit against Prada Japan accusing them of discriminating against women in the workplace. Prada Luxembourg (where the trademark is registered) countersued for defamation, stating "voicing women's rights damaged Prada's brand logo." In May 2011, the Feminists rallied outside the Tsim She Tsui branch of Prada, calling on the Hong Kong exchange to veto the brand's initial public offering (IPO). In May 2012, a Labour Network Monitoring Asian Transnational Corporations issued a letter against LVMH Group on appointing
Sebastian Suhl Sebastian Suhl (born 1969) is an American fashion industry executive and former CEO of Marc Jacobs International.Vanessa Friedman"Marc Jacobs Gets a New C.E.O.: Why It Matters,"''The New York Times'', July 18, 2014.Office of the United Nations High Commissioner for Human Rights The Office of the United Nations High Commissioner for Human Rights, commonly known as the Office of the High Commissioner for Human Rights (OHCHR) or the United Nations Human Rights Office, is a department of the Secretariat of the United Nat ...
Committee on Economic, Social and Cultural Rights The Committee on Economic, Social and Cultural Rights (CESCR) is a United Nations is a 18-member Committee, entrusted with overseeing implementation of the International Covenant on Economic, Social and Cultural Rights (ICESCR). It meets (usually t ...
. The committee, without mentioning Bovrisse, did issue a report to the
Japanese Government The Government of Japan consists of legislative, executive and judiciary branches and is based on popular sovereignty. The Government runs under the framework established by the Constitution of Japan, adopted in 1947. It is a unitary state, ...
urging them to enact regulations that would make sexual harassment in the workplace illegal.


Blackface imagery

On December 14, 2018, Prada was forced to pull a new range of accessories and displays from its stores following complaints that they featured "
blackface Blackface is a form of theatrical makeup used predominantly by non-Black people to portray a caricature of a Black person. In the United States, the practice became common during the 19th century and contributed to the spread of racial stereo ...
imagery." Prada scrapped the products after outrage spread online when a New Yorker spotted the character at the Prada's Soho store and blasted the brand for using "
Sambo , aka = Sombo (in English-speaking countries) , focus = Hybrid , country = Soviet Union , pioneers = Viktor Spiridonov, Vasili Oshchepkov, Anatoly Kharlampiev , famous_pract = List of Practitioners , olymp ...
like imagery" in a viral Facebook post. Prada stated in a tweet in response, "Prada Group never had the intention of offending anyone and we abhor all forms of racism and racist imagery. In this interest we will withdraw the characters in question from display and circulation." In response to the incident, Prada assembled a diversity and inclusion advisory council co-chaired by
Ava DuVernay Ava Marie DuVernay (; born August 24, 1972) is an American filmmaker, television producer and former film publicist. She is a recipient of a Primetime Emmy Award, a NAACP Image Award, a BAFTA Film Award and a BAFTA TV Award, as well as a nominee ...
and
Theaster Gates Theaster Gates (born August 28, 1973) is an American social practice installation artist and a professor in the Department of Visual Arts at the University of Chicago. He was born in Chicago, Illinois, where he still lives and works. Gates' ...
.


Investigation on tax evasion

, Prada was being investigated by Italian prosecutors for possible tax evasion after the luxury-goods company disclosed undeclared taxable income. Prada SpA Chairman
Miuccia Prada Miuccia Bianchi Prada (; born Maria Bianchi on 10 May 1949) is an Italian billionaire fashion designer and businesswoman. She is the head designer of Prada and the founder of its subsidiary Miu Miu. As of October 2021, ''Forbes'' estimated her ...
, Chief Executive Officer Patrizio Bertelli and accountant Marco Salomoni have been named in the probe, which is for possible undeclared or false tax claims. The chairwoman of Prada faced an investigation after it was alleged the company avoided nearly £400 million in tax by transferring services abroad. Italy's ''
Corriere della Sera The ''Corriere della Sera'' (; en, "Evening Courier") is an Italian daily newspaper published in Milan with an average daily circulation of 410,242 copies in December 2015. First published on 5 March 1876, ''Corriere della Sera'' is one of I ...
'' newspaper said on Friday Prada and Bertelli had paid 420 million euros ($571 million) to Italy's tax agency to settle their tax affairs. Despite the settlement, an investigation continued. As of 2016, prosecutors requested the case be dropped as the debt had been settled.


See also

* Lavender Prada dress of Uma Thurman, a 1995 dress worn to the Academy Awards


References


External links

* * *
Prada Logo SVG
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