Prada (About Brand)

Each luxury brand encompasses unique quirks in their designs and Prada’s approach balances eternal elegance and contemporary chic beautifully. Their inventive oversized geometric silhouettes are those of pioneering ultra-modern designers, while maintaining the manufacturing excellence and artistry Prada are revered for. Prada’s eyewear range is remarkably diversified, fulfilling all aesthetics in abundance, from understated to audacious with the utmost imagination.

INTRODUCTION TO THE BRAND

Renowned for leather goods and ready-to-wear, Prada are indisputably one of the most recognised fashion houses in history. With over 100 years of Italian heritage, Prada’s craftsmanship is second-to-none in everything they produce. Italian elegance with contemporary quirks, the Milan born brand have developed a unique brand identity due to the amalgamation of each creative directors ideas over the years.

HERITAGE

Founded in 1913, Mario and Martino Prada founded their namesake store ‘Fratelli Prada’ (the Prada Brothers) in Milan’s Galleria Vittorio Emanuele II. Specialising in prestigious leather goods, Prada’s steamer trunks were instantly adored by the wealthiest members of society, and elite travellers. Handcrafted, their goods were a symbol of Italy’s reputation for high-quality leather goods and artisanal creations.

In 1919, Prada further cemented themselves as one of Italy’s most luxurious brands as they became the Official Supplier of the Italian Royal House. A great honour, this allowed Prada to incorporate the House of Savoy Coat of Arms and a knotted rope motif into their logo, a true status symbol, with the approval of aristocracy signalling exclusivity and excellence.

In 1978, Miuccia Prada took charge, with the brand undertaking a major transformation in identity. Partnering with Patrizio Bertelli, they began by introducing innovative designs and materials which would later become Prada’s hallmark. Experimental ideas such as nylon designs were a completely new direction for Prada. Originally met with an inflow of scepticism, once it became evident that Prada were able to incorporate a visionary aesthetic without sacrificing luxury and elegance, these ideas eventually became admired. Launching their first footwear collection, this would later become a staple in their collection.

1988: Ready-to-wear. Prada launched their debut women’s ready-to-wear collection. Minimalist designs with clean-cut lines and subdued colours made up the majority of the collection, with a couple of distinctive pieces such as dropped waistlines and narrow belts becoming Prada’s trademark.

The 1950’s were a transitional period for Prada, as Mario’s daughter Luisa took over the brand. Preserving her father’s legacy, Luisa focussed solely on luxury, even switching from British imported materials to locally sourced Italian leather.

In 1992, Miuccia launched Miu Miu, named after her childhood nickname. Targeted towards a younger demographic, the brand experimented with playful and vibrant designs. This became a playground for Miuccia to experiment with creativity, while maintaining Prada’s reputation for elegance and craftsmanship.

The later 1990’s were significant in Prada’s expansion and venture into eyewear. Opening flagship stores worldwide, they expanded their global presence. Prada’s first eyewear collection came in 1999, embodying their minimalist aesthetic of understated elegance. Each high-quality frame was designed to complement a wide variety of personal styles, timeless or trendy.

Partnering with Luxottica in 2003, Prada’s eyewear collection soon became a stronger part of their portfolio. Iconic collections followed, such as Minimal Baroque collection in 2010 and Prada’s sport offspring ‘Linea Rossa’. Prada’s recent collections focus on geometric silhouettes and bold branding.

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