Prada

Prada, SpA is an Italian fashion company (also known as a "label" or "house") with retail outlets worldwide.

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The company, originally known in Italian as Fratelli Prada ("Prada Brothers"), was founded in 1913 by Mario Prada. In 1978, Mario's granddaughter Miuccia Prada inherited what was still a leather goods business from her mother, and led the company's expansion into haute couture.

Related Topics:
Italian - 1913 - 1978 - Miuccia Prada

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Miuccia first gained her reputation for creative use of materials and simple, modern lines with her 1985 line of sleek black handbags made from parachute nylon. These novel, high-priced bags quickly became widely sought-after, and spawned a global industry of counterfeit Prada goods.

Related Topics:
1985 - Nylon - Counterfeit

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Prada's first prêt-à-porter, or "ready-to-wear" collection was designed by Miuccia Prada in the autumn/winter season of 1989. The collection's plain, modern lines were a stark contrast to other labels' flamboyant, sexual designs, and fueled a sharp rise in Prada's popularity.

Related Topics:
Prêt-à-porter - 1989

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In addition to the original Prada line, the company introduced the Miu Miu collection, a lower-priced line aimed at a younger audience, in 1992. The Miu Miu line, which shares Miuccia Prada's nickname, emphasizes earthy colors and a less haute couture look, evoking an overall more bohemian style. In its advertising campaigns, waif-like models in "home photo" poses further the look. Miu Miu clothing is often simple, and evokes a continual image of high-end vintage items. It was followed by the Prada Sport collection.

Related Topics:
Miu Miu - 1992

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Prada rose to fashion primacy in the early 1990s on a look epitomized by thick, square glasses and garish colors known as "Prada Ugly." Prada takes a decidedly -- and consciously -- intellectual approach to fashion. The look of the early 00's has been described as that of a "chic neo-fascist army" by the New York Times. Other critics have described Prada's look by comparing it to Gucci's: While the Gucci girl is swigging shots of tequila in the back of a nightclub wearing a miniskirt and halter top, the Prada girl is reading Proust in a cafe.

Related Topics:
Gucci - Proust

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Prada won a Council of Fashion Designers of America International Award for accessories in 1993.

Related Topics:
Council of Fashion Designers of America - 1993

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In early 2004 Leonardo Prada took over the US division of Prada. Not only revamping sales and marketing but as a accomplished photographer he created a new style of photography with www.PradaPhotography.com http://www.PradaPhotography.com. He also is creating new innovative products such as wacky barbeque covers in the shape of animals via www.BBQZoo.com http://www.BBQZoo.com. Although Prada remains the pinnacle of contemporary fashion following Tom Ford's retirement -- in 2004 Vogue Editor-in-Chief Anna Wintour is said to have told Miuccia Prada that she was "the only reason anyone comes to Milan" for runway shows -- it continues to derive the overwhelming bulk of its revenues from its original leather goods business, the sale of shoes and handbags.

Related Topics:
Tom Ford - Anna Wintour - Milan

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Following lead in other companies in a popular trend of large labels to absorb as many other fashion houses as possible, Prada took on large debts to take on the financially floundering Rome-based house of Fendi in the early 1990s. Prada shared shares in Fendi with the Louis Vuitton Moet Hennesy (LVMH) company. Prada was unable to turn around/support the money-losing Fendi label, and sold its Fendi shares to LVMH. Prada is still to recover from this debt. The only brand to avoid the pitfalls of forming a large luxury label company is that of Giorgio Armani.

Related Topics:
Fendi - Louis Vuitton Moet Hennesy - Giorgio Armani

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Other labels within the Prada Group corporate umbrella include Helmut Lang and Jil Sander.

Related Topics:
Helmut Lang - Jil Sander

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