PRADA

We all know of the company “Prada.” Some of us can afford to buy from them, some of us just look and wish. Whichever the category we fit into, no one can deny the quality and the ‘uniqueness’ of their items.

“What you wear is how you present yourself to the world, especially today when human contacts go so fast. Fashion is instant language.” --- Miucci Prada

In the prestigious Galleria Vittario Emmanuele II in Milan, Italy, the first Prada store opened in 1913. In 1919, Prada was awarded the title of official Supplier of the Italian Royal House, which allowed the store to display the ‘House of Savoy’ coat of arms and knotted rope design in its trademark logo. Mario and Martino Prada owned the store and they sold bags, trunks, steamers and travel accessories --- it was a leather goods shop.

Mario’s daughter took over the family business (as her father’s successor) and ran Prada for almost 20 years. In the mid-1970’s, Luisa’s daughter joined the business and devoted her time to designing the high-quality bags and luggage. Miucci took over from her mother in 1978. She also began making waterproof backpacks out of Pocone, a nylon fabric. Miucci met Patrizio Bertelli in 1977, an Italian who had begun his own leather goods business (at 24 years of age). Patrizio joined the company, advising Miucci on ‘company business.’

When Miucci inherited Prada in 1978, the sales were up to $45,000 (U.S.). Her first commercial hit were the backpacks made out of Pocone (1979). The next step was to go into department stores and boutiques --- worldwide. The second Prada boutique was opened in 1983. The next big release was a nylon tote. Footwear was added to the company’s portfolio in 1979, with the first collection of women’s clothes being ‘well received.’ The stores were now known for their clean aesthetic as well as the unique green hue the walls were painted with. The colour has become known as “Prada Green.”

Women’s clothes were introduced in the late ‘80’s, with the first fall/winter collection debuted on the catwalks of Milan in 1988. The designs were dropped waistlines and narrow belts. Prada’s clean lines, luxurious fabrics and colour selections made the “House of Prada” standout within the fashion world. They now became one of the most coveted brands within the fashion industry by the early 1990’s. In 1985, Miucci released the “Classic Prada Handbag” which became a sensation overnight.

In 1987, Miucci and Patrizio married and they are still at the helm of the Prada family business today. Prada, as a company, also ‘house’ Car Shoe, Miu Miu, Church’s and Pasticceria Marchesi (small brands). The Prada brand is still the heart of the business today.

In 1998, sales for Prada were reported as $31.7 million (U.S.). Men’s ready-to-wear collections were launched in the mid-1990’s. Prada won the “designer of the year” award in 1995. In 1996, a Prada boutique was opened in Manhattan, New York --- an 18,000ft2 store. By this time, the House of Prada could be found in 40 locations worldwide, 20 of which were in Japan. The company also owned 8 factories and subcontracted work from 84 other manufacturers (in Italy).

In 2000, the company introduced skincare products (in unit doses) in the United States, Japan and Europe. A 30-day supply of cleansing lotion was marketed at the retail price of $100 (U.S.).

In July 2016, Prada clothing became available online for the first time. The company announced in 2019 that ‘fur will be eliminated’ from the collection and all house brands as of 2020.

In February 2020, Raf Simons was named as co-creative director and in August 2020, the house of Prada announced that it would no longer use kangaroo leather in its products. Eyewear was launched in the year 2000, under the Prada and Miu Miu labels, manufactured by Luxottica. In 2004, perfumes were launched. In May 2007, Prada began producing mobile phones with LG Electronics. 3 mobile phones resulted = LG Prada (KE850), LG Prada 11 (KF900) and LG Prada 3.0. Watches came out in 2007, one of them, “The Prada Link” is compatible with Bluetooth technology and can connect with the LG Prada 11 mobile phone.

The House of Prada has quite an impressive portfolio, starting with leather goods right through to Bluetooth watches. The official website is worth a visit, even if you cannot afford to buy anything, it’s lovely to see what is on offer --- the styles and colours are unique!

(My research comes from Wikipedia and Fashion.Luxury)