100 years of luxury…100 years Prada



“I hate fashion … but also love, of course […] Fashion is the way we see ourselves and how we get to know every day. […] – Miuccia Prada

                        The Prada brand, was founded in Milan in 1913 by  the brothers Mario and Martino Prada. At a time when only the rich ones had access to a privileged lifestyle, complete with luxury travels, and also exquisite accessories to carry their properties.Prada is synonym for luxury, and at the time it was founded, specialized in bags, travel trunks, wallets, belts and other accessories for everyday use … but with a touch of refinement.

All items brand strive for quality, all being manufactured in various types of skin and hand-made.

But do not think that the life of the brand has always been easy, living many hard periods for the society, which somehow have been transforming the brand, as there was the need for adaptation.miuccia-prada

Born in wartime, the brand always bet on producing articles for the richest. After the war, Prada became the official supplier to the Royal Italian home. The most turbulent period of the brand went up a few years later during World War II. The postwar period was also difficult, requiring an adaptation to the new tastes of society, since the post-war Italian man wanted an image very similar to the movie hearts-throb decades of 1940/50. And it was this that made the restructuring mark the beginning of this global growth that still happens today.

In the late ’70s, Miuccia Prada, granddaughter of Mario Prada, inherits the family business, with the responsibility of continuing one of the most prestigious brands in the world. It was in this phase that the Prada really has been revolutionized, Miuccia, owned a more irreverent, and transported him to the brand. The combination of colors and patterns was innovative and controversial, the society had a love-hate relationship with it.

In 1988, the heiress creates the first line of ready-to-wear for women and later in 1993 the male line. The brand that for decades has been known for its accessories began a new era in Prada.campanha-4jpg 1992-naomi campbell

“There is a wry side in my work that I appreciate very much: I create from what I like but I can not ignore the trends, need to be able to analyze without compromising myself, finding new ideas about beauty and femininity and reconcile all this with the contemporary culture . ” These were the words of Miuccia Prada explained his work a few years ago, in a book about the brand that carries her name.

Prada is now a brand that runs the world … is by putting shoes on the new Pope (Francis I) at the time of his inauguration. Or in Laurent Weisberger bestseller, “The Devil Wears Prada” inspired, said to be the fearsome editor-in-chief of North American Vogue Anna Wintour.

Today the brand image is a mixture of traditional fabrics with high quality raw materials different, associated technological approaches or industrial use. Giving to raw materials most commonly used a new role, luxurious materials.

Hers inspiring masters, are essentially Coco Chanel and Yves Saint Laurent. Just like the vintage style because she likes to imagine how women lived in another epoch and how they dressed, and how this fact can adapt to today. The brand image of Prada was not hers when inherited, but she knew how to respect it and somehow give it continuity. Used skin saffiano, one of the greatest successes of the brand, created by his grandfather in a line of accessories. This way Miuccia managed to seduce the younger audience, but honor theirs usual costumers.

In 1992 was born the Miu Miu, targeted for essentially an audience younger, a success.

Even being a global economy in crisis, Prada continues to grow and expand, as a reference mark in the U.S., Japan, China and many other countries.

Everything must will passion and dedication of all who work in the brand, and to its history and prestige.

Congratulations to Prada, to honor its roots, and that each collection has been innovating and bringing joy to runaways. Congratulations for centenary.

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L'ORPHEUS curated by Joao Teixeira & Marta Rodrigues An Outsider's Manifesto with Artistic points of view of Fashion, Odes to Lifestyle and poems to Design. An Online Magazine.

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