If there is a unique brand in the world of fashion, then it is Prada. They don’t have an ideology focused on consumers like, say, Louis Vuitton or Gucci. They love themselves and do so with dedication. Contrary to the industrialization of fashion, fashion for them has never been just making clothes. They send their message to the world with clothes. Their fashion shows are not only a presentation of superficial beauty. The eye and the mind follow them. Maybe that is one of the reasons that make people come back to them every time.
The fashion house was founded in 1913 when Mario Prada and his brother Martino opened a leather goods store in the prestigious Milan gallery Vittorio Emanuele II under the name Fratelli Prada. Initially, they sold travel cases made of Italian leather, while suitcases and handbags were imported from England. The quality of their products attracted the Italian royal house’s attention, which in 1919 appointed them as its official suppliers.
Interestingly, Mario Prada was a fierce opponent of including women in business, so much that he even forbade individual members of his family to enter the store. Ironically, Mario’s son had no interest in the industry, so Luisa Prada took over the company after her father’s death and ran it for almost twenty years. Luis was succeeded by her youngest daughter Miuccia, who in 1978 formally took over the management of the fashion house.
Miuccia Prada, creative and ambitious, quickly showed her talent, so her design works received many accolades from the fashion industry.
I am naturally attracted to opposites: I love luxury, and yet I hate luxury. I fight between democracy and exclusivity. I hate the idea of everyone wearing Prada, she said and left the world in awe.
In addition to hers, another name is behind the rise of the brand: Patrizio Bertelli. Miuccia and Patrizio met in 1977, at a time when he was already running his own leather goods business. Bertelli helped Miuccia with the company’s business, and his first advice was to stop importing English goods and rely exclusively on domestic leather. Two years later, the first pair of shoes was created, and the first women’s collection arrived on the catwalk in the 1980s. Men’s clothing also joined the growing list of products in 1993, the first perfume was launched in 2003, and a year later, the Miu Miu brand was created.
In 1979 Prada released a set of backpacks and bags. Made from solid military black nylon that her grandfather used as covers for suitcases, they did not immediately conquer the market. Due to their high price and the absence of any advertising, it was challenging to sell them. But word by mouth proved to be the best advertisement, and the backpacks and bags became a real hit. In 1983, Prada began expanding its operations throughout Europe and the United States. The classic Prada bag released in 1985 became a sensation overnight. However, a bit hard, its elegant lines, and shape enchanted women.
The turning point in Prada’s aesthetics began in 1996. The collection, which journalists called “ugly chic”, initially confused customers with its sharply sexy clothes.
Ugly is attractive. Ugly is exciting. Maybe because it’s new. Exploring ugliness is more interesting to me than the bourgeois idea of beauty. If you ask me why? Well, because ugly is human, Prada explained to T Magazine.
Miuccia continued to offer creations that represented a link between fashion and desire, and her unique elegance gradually conquered the world. That is why it is not surprising that many journalists and fashion critics consider Prada to be one of the most intelligent designers in the world.
The moment they tell me I’m an “intellectual designer,” I want to be stupid. That cliché means you’re boring, you’re serious, and I hate it. I am the queen of fools; she replied in her style.
Although every Prada fashion show is a performance that everyone wants to attend, there are also fashion shows that the company would like to erase. The spring/summer 2009 collection, presented on September 23, 2008, in Milan, was remembered mostly because several models stumbled on the catwalk, and two fell so awkwardly that spectators had to pick them up. The others took off their shoes so they could continue walking. Namely, the heels were so high that they practically prevented the models from walking. After the debacle on the runway, Miuccia Prada found an excuse in the silk socks that slid inside the shoes, stopping the models from strolling correctly. Trying to “repair the damage”, Miuccia released shoes with a lower heel and small sewn-on socks supposed to prevent the foot from slipping. Many ladies rightly claimed that socks, once sewn into shoes, could not be washed, so their unpleasant smell would be inevitable very quickly. The entire shoe collection, therefore, remained unsold.
However, in the perfume industry, Prada is a brand that has achieved incredible success. For most people, their perfumes exude luxury, sophistication, and quality. They were created in collaboration with famous perfume names such as Daniela (Roche) Andrier, Carlos Benaim, Max Gavarry, Clement Gavarry.
The house launched about 60 fragrances, and they offered their first perfume in their boutiques and selected department stores in 2003. Each fragrance was based on one note: iris, orange blossom, tuberose, violet… Among the most popular and sought after are Prada Luna Rossa Pour Homme, Prada L’Eau Ambree, Prada L’Eau, and Prada Candy.
L’Homme Prada L’Eau is a woody green fragrance in which the concept of freshness takes on a new meaning. The floral note has been slightly modified to improve the feeling of freshness. Amber and iris are mixed with red ginger and neroli, while in the background dominated by sandalwood, fresh and green notes create an infectious sensual tension. The addition of sandalwood emphasizes cedar and powdery notes.
Luna Rossa is a masculine, attractive, and refreshing men’s perfume. This energetic fragrance is inspired by the world of extreme sailing, sea nature, and prestige, and was named after the sailboat “Red Moon” (Luna Rossa). It opens with fragrant notes of hot orange and lavender. The heart of this dynamic and attractive perfume is nutmeg, sage, and mint, while the base consists of a mixture of ambrette notes and ambroxan molecules. The perfume was launched in 2012, and the creator of the fragrance is Yves Behar.
Prada Candy is an oriental perfume. This enchanting and attractive scent opens with sweet musk notes, the heart of the fragrance is benzoin from Laos, while the base is sweet caramel.
The irresistible, feminine, and sensual Prada Candy Florale opens with fragrant notes of limoncello. At the heart of this imaginative, enchanting, and elegant perfume is peony, while the base consists of a mixture of caramel notes, honey, benzoin, and musk. The fragrance is made in an elegant pink bottle decorated with flowers, and the face of the perfume is actress Léa Seydoux.
In mid-2016, the house launched La Femme Prada and L’Homme Prada. The new “fragrant pair of equals” represents “a man and a woman reunited in an identical vision.” She could be him; he could be her. She is an absolute woman; he is an absolute man. They could be lovers, friends, or even strangers. They both have more identities.” La Femme Prada is a classic a la Prada fragrance that, by avoiding clichés, allegedly redefines both floral perfumes and femininity. The frangipani flower is intertwined with an iris that carries the house’s DNA, enriched with spices, beeswax and tuberose. Designed like reflections in a mirror, perfumes come in identical packaging, on which small differences in details can be noticed. The packaging and design of the perfume bottle for men are characterized by shades of gray and a striking silver lid and a shiny silver interior, while the version of the perfume for women is made entirely of clear glass with a gold lid and gilded inner side.
Miuccia Prada is undoubtedly one of the most powerful and influential designers of the modern age. With her specific style, she is more of a thinker than a fashion designer. She is an intellectual and non-conformist for whom essence is above style.
If there was anything I did, it was that the ugly became attractive. Most of my work deals with destroying or at least deconstructing conventional ideas of beauty. Fashion nurtures the clichés of beauty. I try to tear them apart. Basically, what I’m trying to do is make men more sensitive and women stronger.
Prada list of fragrances:
- 1 Iris (2004)
- 10 Myrrhe (2008)
- 11 Cuir Styrax (2011)
- 14 Rossetto (2012)
- 2 Oeillet (2004)
- 3 Cuir Ambre (2004)
- 4 Fleurs d’Oranger (2004)
- 5 Narciso (2007)
- 6 Tubéreuse (2007)
- 7 Violette (2007)
- 8 Opoponax (2008)
- 9 Benjoin (2008)
- Candy Sugar Pop (2018)
- Infusion d’Amande (2015)
- Infusion de Fleur d’Oranger (2009)
- Infusion de Mimosa (2016)
- Infusion de Rose (2011)
- Infusion de Tubéreuse (2010)
- Infusion de Vétiver (2010)
- Infusion d’Homme (2008)
- Infusion d’Iris Cèdre (2015)
- Infusion d’Iris Eau de Parfum Absolue (2012)
- Infusion d’Iris L’Eau d’Iris (2013)
- Infusion d’Iris (2007)
- Infusion d’Oeillet (2015)
- Infusion Mandarine (2018)
- L’Homme Prad Water Splash (2019)
- La Femme Prad Water Splash (2019)
- L’Eau Ambrée (2009)
- Luna Rossa Black (2018)
- Luna Rossa Carbon (2017)
- Luna Rossa Eau Sport (2016)
- Luna Rossa Extreme (2013)
- Luna Rossa Sport (2015)
- Luna Rossa (2012)
- Prada (2004)
- Amber pour Homme Intense (2011)
- Amber pour Homme (2006)
- Candy Florale (2014)
- Candy Gloss (2017)
- Candy Kiss (2016)
- Candy L’Eau (2013)
- Candy Night (2019)
- Candy Sugar Pop (2018)
- Candy (2011)
- Prad Intense (2005)
- La Femme Intense (2017)
- La Femme L’Eau (2017)
- La Femme (2016)
- L’Homme Intense (2017)
- L’Homme L’Eau (2017)
- L’Homme (2016)
- Prad Olfactories : Cargo de Nuit (2015)
- Prad Olfactories : Dark Light (2017)
- Prad Olfactories : Day For Night (2015)
- Prad Olfactories : Double Dare (2015)
- Prad Olfactories : Heat Wave (2015)
- Prad Olfactories : Marienbad (2015)
- Prad Olfactories : Midnight Train (2017)
- Prad Olfactories : Miracle of the Rose (2017)
- Prad Olfactories : Nue au Soleil (2015)
- Prad Olfactories : Pink Flamingos (2015)
- Prad Olfactories : Purple Rain (2015)
- Prad Olfactories : Soleil au Zenith (2017)
- Prad Olfactories : Tainted Love (2015)
- Prad Olfactories : Un Chant d’Amour (2015)
- Prad Tendre (2006)