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(established 1913)

Prada's origins lay in a Milan boutique selling luggage, leather goods, and accessories, but it was not until 1978 that the company underwent radical change with the takeover of the family firm by Miucci Prada (1950‐ ) and her husband Patrizio Bertelli. The institution of new management methods, a keen sense of design, and the implementation of an effective marketing policy helped to create a fresh, fashion‐conscious identity. In 1985 the company introduced black nylon backpacks and tote bags which were originally sought after by the fashion‐conscious as antistatus. However, they soon carried Prada's embossed silver triangle brand identity. The company's first ready‐to‐wear collection was launched in 1989 and was admired for its clean lines and ‘elegant minimalism’. Subsequent designs have been characterized by fabric innovations and computer‐enhanced patterns. In 1992 Prada launched its cheaper Miu Miu line, aiming to capture a more youthful market sector. The company's success in this project was underlined by the inclusion of Drew Barrymore in many Miu Miu advertisements in the mid‐1990s.

Subjects: Industrial and Commercial Art.

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