Prada

 

Prada was founded in Milan in 1913 as a luxury leather-goods firm by Mario Prada, but it had little impact on the world of fashion until Miuccia Prada took over her grandfather's company in 1978. Her first big hit was a black nylon backpack with a silver triangular label. Her shoe and handbag designs quickly became the focus of a fashion cult in Europe, America, and Japan. Miuccia Prada and her husband and business partner, Patrizio Bertelli, keep a tight grip on the company. They introduced a ready-to-wear line in 1989 and the younger, slightly less expensive Miu Miu line in 1992, followed by Prada Sport, whose iconic red line is almost as well-known as Nike's swoosh symbol in certain circles. A series of shops and boutiques designed in collaboration with architect Rem Koolhaas in Paris, New York, and San Francisco became instantly famous. In the late 1990s, Prada also engaged in a series of complex ownership maneuvers, purchasing and selling stakes in Gucci, Fendi, and other companies, and forming a partnership with Azzedine Alaa in 2000.

Style Description

Prada clothing and accessories have been described as classic and eccentric, frumpy but hip, and characterized by an ambiguous techno-retro sensibility. Prada's style is modern on the one hand, drawing on northern Italian traditions of discreet elegance and fine craftsmanship. Miuccia Prada, on the other hand, stated in 1995, "I make ugly clothes from ugly material." Simply poor taste. But they look good in the end." She could have been referring to that season's "bad taste" collection, which included styles like a Formica check design that resembled 1970s polyester. "I always thought Prada clothes looked kind of normal, but not quite normal," she said years later. Perhaps they have disturbing twists or something about them that isn't quite acceptable. Prada is not bourgeoisie clothing."

Eccentricity and Intellectual Purity

Miuccia Prada's eccentricity and intellectual purity appeal to intellectuals and artists, while fashion editors are drawn to her constant experimentalism. In 2003 and 2004, Prada produced very strong collections that reaffirmed both her own aesthetic sensibilities and the stature of her company.