Prada

Website: www.prada.com

The Prada label was begun in 1913 by Mario Prada when she began selling shoes, leather handbags and trunks. He opened two boutiques in Milan after experience in Europe and U.S.A.

The classic Prada suitcase was made of heavy walrus skin but as plane travel made heavy suitcases impractical, the company started to make lighter bags and high quality items made of crystals, tortoise shell and wood. They also sold garments of waterproof fabrics to the U.S. However the company had gone into decline in the 1970's.

1950 Marcia Prada was born. By her mid-20's she had a doctorate in political science and in her 30's, she was a communist. In 1970 she started making backpack bags out of waterproof fabric called Pocono.

1979 She took over the Prada family business. Since sales were down, she expanded into luxury tote bags and backpacks in black with flat classic lines, made from nylon.

1985 She launched a line of footwear for women and her first prêt-a-porter clothing line, using high quality fabrics. Her clean lines gave her fame, and she came to be known for under-stated elegant garments.

1993 She received an International award from the Council of Fashion Designers of America.

1995 She won "Designer of the Year" award.

1998 Prada opened their first menswear shop in Los Angeles, USA. They also opened new Prada stores in Manhattan and Las Vegas, as well as Mau Mau's first North American boutique, in Los Angeles.

Prada is now a worldwide empire, with stores in practically every country in the western world. It is a million dollar concern, with every celebrity wearing Prada clothes.

Prada style
Fabrics - Marcia Prada uses a lot of crunchy polyester, parachute nylon and other synthetic fabrics. Colours - she likes Battleship green, browns, white, cream, and black.

Simple restructured shapes, knee length skirts, her skinny belts had become the currency of success in the mid 90's. Her clothes are not exactly fashionable. There is no defining accent, just a grouping of desirable useful things in exquisite fabrics.

Her clothes, though often deceptively plain looking, have become widely influential. She gives traditional garments a modern handling, like trimming nylon parkas with mink and making trench coats and twin sets out of silk faille. It seems that the whole world craves Prada 's ice-cool minimalism and deadpan eroticism.

Financial Activities
Patricio Bert Elli (Marcia Prada 's husband) made a series of acquisitions which began in the late 90; s, taking over Helmut Lang, Church Shoes, Jill Sander, Fend and other companies.

Prada (as part of a consortium) took over the house of Jill Sander in 2000, but Bert Elli had a fight with the designer who had built up the house of her own name and the result was that she left. As part of her agreement to leave, Jill Sander is not permitted to have anything to do with fashion till 2003.

At the end of 2001, they were some $ 1 billion in debt. They decided to sell Fend to LVMH (who own Dior, Givens and other houses) for S 250 million. Industry watchers felt that Prada was facing a serious cash crisis. Then in April 2002, Prada sold Bibles, a house that they had only acquired in June 2001.

Spring/Summer 2003
Marcia Prada has the fashion world craving the unexpected from each season's collection, and she did not disappoint them with her Spring/Summer 2003 show during Milan Fashion Week in September 2002. She used bright singing colours and a complex merging of sport, luxury and 60's elements, everything eminently wearable without complications.

Fabio Zambernardi
Fabio Zambernardi joined Prada in 1997 and his design responsibilities have grown with the company. In December 2002, he was appointed Design director for Prada and Mau Mau, thus becoming Marcia Prada 's main man.

Fall/Winter 2003
Prada 's fall collection was shown during the Milan Fashion Week in March 2003. On the right is an outfit from the show.

One of Marcia Prada 's inspirations for this collection was William Morris, the British artist and his floral prints. These sprouted on wide silk trousers and slit-necked knee-length sheath dresses. Another British great, Tweed, came in the shape of low-slungslacked and fine knitted tank tops.

Oscar Night 2003
On Oscar Night in March 2003, among the celebrities on the red carpet, was Cameron Diaz in this beautiful Prada gown.

Spring/Summer 2004
During Milan Fashion Week in October 2003, Prada showed the collection for next Spring. An outfit from the show is shown on the right.

Marcia included in her show some favorite landmarks of her career like silk-pleated goddess dresses, fur tippets and grosgrain ribbons tied as belts. She also brought in new designs such as circle skirts printed with Mediterranean scenes, shirtwaists and Capri pants, sundresses and bathing suits.

Fall/Winter 2004 ready-to-wear
Marcia Prada presented her Fall collection in Milan during Fashion Week in February 2004. She took the vintage shapes and muted palette of last season and added a host of new ideas. More full fifties skirts, nipped-in-waited jackets and forties tweed coats teamed with sexy pencil skirts. This collection was inspired by the paintings of German artist Casper David Friedrich and 18th century painting in general. This satin pleated dress on the left showed a romanticism between past and future.

Spring/Summer 2005
During Milan Fashion Week in September 2004, Marcia Prada presented her Spring collection. A pretty dress from the collection is shown on the right.

This collection was inspired by feather finery and birds. She used pheasant, peacock and a range of birds, on linear, sophisticated and intriguing clothes. Embellishments varied from crochet work through photo prints of feathers. Textures were subtle, polo sweaters or striped knits with pleated skirts having a feathery surface. The show absorbed the theme beautifully into real clothing for modern women.

Having pushed the trend for prim, ladylike dressing over the last couple of seasons, when everyone follows her, she goes back to the childish side with hemlines above the knee and schoolgirl-style tunic dresses.

Autumn/Winter 2005
Marcia Prada presented her Autumn/Winter collection during Milan Fashion Week in February 2005. She has returned to the simple empire line Little Black Dress, which is really her signature. No frills, prints or much decoration in this collection. A mostly black palette of finely tailored clothes, with an occasional brocade or embroidery. When everyone follows her, she surprises by going right back to the beginning.

A few days later, Marcia presented the show for her youthful line Mau Mau. This was a sort of beatnik collection, with vintage looks like Mongolian lam wraps and coats with big shaggy collars. Paisley printed skirts, and dresses were inspired by the sixties psychedelic period.

Oscar Night - February 27th 2005
Marcia is always called on for red-carpet occasions and the Oscars were no exception. Selma Hayek wore a beautiful black gown, and Maggie Gledhill wore a sparkling grey silk creation.