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If popular culture is to be believed, you may think that Prada is for the devil. But, as fashion brands go, Prada is pretty much as high-minded as they come. “Careful observation of and curiosity about the world, society, and culture are at the core of Prada’s creativity,” says Prada’s creative head, the legendary Miuccia Prada, and this approach remains at the core of Prada shoes, Prada bags and ready-to-wear.
HISTORY
Founded in 1913 by Mario Prada, Prada began as a Milan-based leather goods store then known as Fratelli Prada (Prada Brothers). Like other famous European leather houses of that era, it started out making luggage and steamer trunks for a burgeoning travel market. In 1919, only six years after its creation, Prada became the supplier to the Italian Royal Household.
After Mario Prada died in 1952 without a clear heir, Fratelli Prada began a slow decline. By the 1970’s the company was nearly sunk. But in 1978, Prada’s granddaughter, Miuccia, took the helm.
Miuccia Prada and Patrizio Bertelli
MIUCCIA
Miuccia Prada is widely credited with Prada’s massive, off-the-charts success of the last 40 years. And, while many have heard her name, most people don’t know how truly unique her background is in the fashion world. Initially an aspiring politician, Miuccia received a PhD in political science from University of Milan. She had a strong left-wing, feminist ideology and was a member of the Italian Communist Party. Before joining her family business, she even had a short stint as a political mime. She met Patrizio Bertelli, a leather goods salesman, at a trade fair where he was, ironically, selling Fratelli Prada knock-offs. Bertelli eventually became her business partner and husband. Miuccia brought her modern, cerebral femininity to Prada and Bertelli helped her aggressively expand. As the couple joined forces, sales shot through the roof.
NYLON BAGS – A HUGE SHIFT
In 1984, Prada forayed into a more modern aesthetic and released a bag made of pocono nylon – a material used for military tents. It was durable, water-proof and beautiful – and it was a massive hit. As she expanded, Miuccia’s forward-thinking ideals were often reflected in her designs. Prada became known for a cool, refined elegance – in direct contrast to the glitter-laden, sex-heavy 80’s. By the 90’s, Prada was last word in luxury.
The original Prada pocono nylon chain bag
Today, Miuccia Prada is still the creative director and the brand is synonymous with high-minded, bohemian luxury fashion. Most remarkable is that in less than forty years, Prada has gone from a family-owned luxury leather-goods company to a billion dollar global brand. It may be for devils, but it also for women who are ambitious, modern, thoughtful and sleek. For women who get sh** done. Much like the Miuccia Prada herself.
Shop: Prada on Sale, up to 70% off at Tradesy
photos courtesy of thetrulyvintage.blogspot.com and thetimes.co.uk.com
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