The Italian brand Prada in 2013 celebrated its centenary. It's hard to believe, because it is so majestic narcissism in the spirit of modernity, it is possible to think that the mark quite young and such a straightforward way her creative part of trying to win fashion Olympus. But all of Olympus has long been conquered, what Prada is required not so much by its founders as the next generation in the face of a major trendsetter - Miuccia Prada, the permanent mistress of the big house.

Family history

Italian fashion - is often a family business that started as a small company or a shop, then proliferating vast network covering the entire world. Prada is not an exception, because it began its history in 1913 with a leather goods shop, which kept Mario Prada, who founded the brand. Shop called Fratelli Prada («Prada Brothers"), and it is located in Milan, the capital of Italian fashion, where today is the headquarters of the brand.

Italy has long been associated with shopping bags Bags - a necessary thing in every woman's wardrobe   Quality leather - and their brand Fratelli Prada sold with great success, which will soon allow the brand to expand and move beyond the limits of his native country, and even the Atlantic. In the seventies, Fratelli Prada products could be bought in both North and South America. Successful implementation of the goods guaranteed fundamental differences from that produced by other brands.

At the same time, rapidly developing business of another Italian brand - Gucci, too, the family, and also in the production of leather goods specialist. But while most of the family was torn apart by contradictions Gucci creative, administrative and financial plan, a family of Prada worked cohesively, developing a common cause, transferring it to the next generation. In 1958, the company inherited Luisa Prada, Mario's daughter, and twenty years later the reins passed to her daughter - Miuccia Prada, who went down in history as one of the most influential figures in modern fashion.

Birth of a legend

In 1988, there was a collection Prada - was born a new brand name, a short, succinct, memorable. Miuccia with her partner, and later her husband Patrizio Bertelli began not only for the development of the brand and the strengthening of the won positions. It took up its full-fledged comprehensive enrichment, expanding the range of products and promotions. Thanks to the work Miuccia, her business acumen and creative thinking nontrivial Prada has become not just a fashion brand, producing high quality clothing and accessories.

Prada is a household name, dressed in Prada - it means to be successful and self-confident, not afraid of sidelong glances towards slozhnosochinennogo design their outfits. And what about the glory, once again supported by the cinema. The film "The Devil Wears Prada» and «Prada and feelings" once again proved that this is not just a brand, but a symbol, a status that is necessary to win or to which it is necessary to grow.

In 1992, Miuccia Prada has matured to the need to offer a more democratic clothing, which increased demand, but which can not be found in the collections of Prada, which produces only expensive things. Thus was born the new brand Miu Miu (on behalf of Miuccia), aimed at young consumers, and the style, and value. In 1997, there was a line of Prada Sport, in 2000 the release of the cosmetic line Prada Beauty, in 2004, released its first perfume. Today the brand is part of the Empire Prada Group, which includes brands Prada, Miu Miu, and the shoe brand, the Italian Car Shoe and Old English Church's.

Shock and chic modern fashion

The secret to long-term success of Prada in the fact that his creative director, represented Miuccia Prada is not afraid to listen to your intuition and act just ahead, despite the boldness of their creative ideas that no one else would be able to realize with the same confidence and dignity. Prado is often accused of provocative style, she repeatedly uses in his collections. It can be expressed in a strange design, at first glance nenosibelnom in controversial advertising campaigns, for example, using the model-girls. For those fancy tricks Prada been condemned by many as the representatives of the fashion community and its fans once and advocates of public morals. But Miuccia continues to go its own way, producing fur shoes, fancy dress, kimono Kimono - Traditional Japanese clothing , Points in an ugly thick-rimmed coat of artificial fur Fur - Luxury is timeless In which mannequins are like animated plush toys.

The brand's Style was formed over decades, so now she is not terrible public opinion. It can be anything that is impossible to imagine in the collection of other brand - the reputation of the brand commits to treat with respect. It's Prada - a strange, diabolical, uncomfortable, sometimes confused in their quirkiness and trends complicate the already difficult things. But it has always been and remains a compelling brand, the models of which it is impossible to look away. For this and works Signora Prada, for it is her love and hate at the same time.