|
 Prada.
The name alone signifies style and luxury, designer handbags and fabulous
shoes. Born nearly a century ago, The House of Prada is recognized worldwide
for its simple and elegant creations. Miuccia Prada, who has been running the company for
over thirty years now, is known as one of the most influential trendsetters in
the fashion world. Her opinion is unquestionable, her style is impeccable, her
mark - a symbol of high status and refined style that does not require any extra
proof. However, Prada has come a long way to the Prada we know, but from its
early it was a luxury available to a select few.
Family Values
The
company was started in 1913 by Mario Prada and his brother Martino as
Fratelli
Prada shop, a purveyor of fine quality leather goods and imported items
in
Milan, Italy. For most of this century, affluent clients were offered
the
requirements of fine living, in an atmosphere immersed in the refined
opulence
of Milan's Galleria Vittorio Emmanuele boutique. The luxury items have
included
steamer trunks, Hartman luggage made in America, handbags from Austria,
silver
from London, crystal, tortoise, and shell accessories as well as now
obsolete
articles made from exquisite materials. Mario Prada traveled throughout
Europe
in order to familiarize himself with those materials and elements which
would
build his essential concepts of style and luxury. When the signature
Prada
suitcases, made from heavy, cumbersome walrus skin, proved to be ill
suited for
air travel, Prada concentrated on designing exquisite leather
accessories and
waterproof handbags.
Mario's
son harbored no interest in the business, so it was his daughter Luisia
Prada who
took the helm of Prada as his successor in 1958, and ran it for almost
twenty
years. In 1978, Mario's granddaughter, Miuccia Prada, took
over the company. Miuccia was a former mime who had spent five years
studying
at Milan's Teatro Piccolo, and had a PhD in
political science. Although her qualifications didn't seem appropriate,
her sense of fashion was
unmistakable. The label was still mainly a leather goods manufacturer at
that
point, and had been struggling financially for several years.
Competition from
other fashion houses like Gucci had taken its toll. Miuccia turned
things
around and steered the House of Prada towards the world of haute
couture. About
the same time as she took the helm of the Prada label, Miuccia married
Patrizio
Bertelli. Bertelli took on the role of business manager, allowing
Miuccia to
focus on designing and perfecting the new Prada look.
Accessible Luxury
Miuccia
had been making black waterproof backpacks since 1977, out of a nylon
fabric
called Pocone. She unveiled the classic Prada handbag - simple, sleek,
black
nylon in 1985 and became an overnight sensation. The bag was functional
and
sturdy, practical and fashionable. The high price tag that accompanied
the
handbags caused an onslaught of designer knock-offs, which only helped
to make
the genuine Prada articles more in demand. In the 1980's, other labels
were creating designs that
played on sexuality. Frilly, lacy, brightly colored garments that were
low cut
on top and short on the bottom were popular. Prada hit the runway in
1989 with
its pret-a-porter collection, with elegant, simple pieces featuring
clean
lines, luxurious fabrics, and basic colors. The fashion world took
notice, and
Prada's popularity skyrocketed.
The Prada Look
By
the 1990's, Prada was a leading force in
fashion. The garments and accessories were smart, sophisticated, and
extremely
high quality. Luxurious fabrics and simple styles, mostly in blacks,
browns, grays,
greens, and creams, became the signature Prada look. The apparel was
sexy and
spoke of confidence without revealing too much skin. Accessories
included
skinny leather belts, elegant high heeled shoes, and of course, the
classic
handbag.
In
1992, Miuccia presented the more affordable Miu Miu line, which targeted
a
younger consumer. More flowing shapes and earthy colors and prints set
this
collection apart, although the simple designs and classic appearance
continued
the quality of the Prada label. Soon after, the Prada Sport label was
created,
followed by a line of men's wear and a lingerie collection.
The following year, in 1993, Prada received the Council of Fashion
Designers of
America award for accessories. The Prada look has certainly evolved over
the
years, and Miuccia is credited with many innovations in fabric and
design. She
has added everything from mirror fragments to beaded latex to her
garments, and
experimented with new and unique fabric blends. Even with all of this
experimentation however, the caliber of the finished product has never
wavered.
Chic and Shock
Any Prada collection is an
intellectual chic without a hint of pretentiousness, however, Miuccia,
who lives
by her own laws and has a very peculiar vision of fashion, sometimes
shocks
fashioniastas into admiration. Prada is not limited to clothes and
luxury
items: in May
2007, Prada joined forces with cell phone maker LG Electronics to
produce the LG
Prada KE850 phone.
In
2009, KF900, the second generation of the phone, was launched in Europe.
The
phone also worked with the new Prada Link watch, which users can use to
view
text messages via a Bluetooth connection to their phone.
Prada, a fashion conglomerate in the 2000s, is still an exciting
fashion label best known for its elegant accessories and
breath-of-fresh-air
Miu Miu apparel line.
|
