Prada

Noted for its clean, cool, and even quirky sensibility, Prada is one of the most recognized names in fashion. It began as a small leather goods company during the early twentieth century. By the 1990s, the founder’s granddaughter, Miuccia Prada, and her husband-and-business partner, Patrizio Bertelli, had transformed Prada into one of the world’s leading, high-end luxury fashion houses—and a worldwide conglomerate. With the 2003 release of the best-selling book, The Devil Wears Prada, and its film adaptation in 2006, the firm became a pop culture phenomenon.

In 1913, brothers Mario and Martino opened Fratelli Prada in Milan. Initially, the company manufactured its own leather goods and also imported English steamer trunks and handbags. Although Mario did not believe that women should have a role in business, his daughter Luisa Prada succeeded him at the helm of Prada. In turn, her daughter Miuccia joined the company in 1970, and inherited it in 1978. With Bertelli, Miuccia developed a wide range of, from bags and shoes to full clothing collections, that have become some of the most influential in the world.

In 1979, Miuccia introduced her now-famous backpacks and totes made from tough, military grade, black nylon, a fabric that her grandfather had used to cover steamer trunks. Although success was not instantaneous, these accessories became coveted items by the mid-1980s. The "classic Prada handbag" was practical and sturdy, yet its sleek lines and craftsmanship exuded an offhand aura of luxury that has become the Prada signature. A women's ready-to-wear collection was launched in 1989. Its blend of retro-inspired sportswear, designed with clean lines and made with opulent fabrics, was a hit and has come to be known as the “Prada look.” Time magazine said that it was "unassertive, combining traditional good manners and an ultramodern industrial sleekness.” Time also noted that “Prada reflected the feminine worker aesthetic.” That quality, along with the fact that the company’s logo and label were inconspicuous, contrasted favorably with other prominent luxury brands. Prada led the movement toward “stealth luxury,” "anti-status," and even "reverse snobbery."

Prada's success skyrocketed throughout the 1990s. New lines were added, including menswear and the lesser-priced women’s line entitled Miu Mui (Miuccia’s nickname). Collectively, these chic, minimalist designs came to symbolize “the high-tech, IPO-driven early 1990s." In addition to business activities, Prada became a major philanthropic player: its foundation funds leading contemporary art projects, architecture, and even the World Cup yacht race.