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- Brand: Prada
- Style: 0PR 19SSF
- Model: CONCEPTUAL
- 100% Authentic New Prada Guaranteed
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The company was started in 1913 by Mario Prada and his brother Martino as a leather goods shop – Fratelli Prada (English: Prada Brothers) – in Milan, Italy Initially, the shop sold leather goods and imported English steamer trunks and handbags. Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years.
Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978. Miuccia began making waterproof backpacks out of Pocone. She met Patrizio Bertelli in 1977, an Italian who had begun his own leather goods business at the age of 17, and he joined the company soon after. Miuccia inherited the company in 1978 by which time sales were up to U.S. $450,000. With Bertelli alongside her as business manager, Miuccia was allowed time to implement her creativity in the company's designs.
She would go on to incorporate her ideas into the house of Prada that would change it. She released her first set of backpacks and totes in 1979. They were made out of a tough military spec black nylon that her grandfather had used as coverings for steamer trunks. Initial success was not instant, as they were hard to sell due to the lack of advertising and high-prices, but the lines would go on to become her first commercial hit. The next big release was a nylon tote.
That same year, the house of Prada began expansion across continental Europe by opening locations in prominent shopping districts within Florence, Paris, Madrid, and New York City. A shoe line was also released in 1984. In 1985, Miuccia released the "classic Prada handbag" that became an overnight sensation. Although practical and sturdy, its sleek lines and craftsmanship exuded an offhand aura of luxury that has become the Prada signature. The logo for the label was not as obvious a design element as those on bags from other prominent luxury brands such as Louis Vuitton. It tried to market its lack of prestigious appeal, including the apparel, was its image of "anti-status" or "reverse snobbery."
Prada's originality made it one of the most influential fashion houses, and the brand became a premium status symbol in the 1990s. In 1992, the high fashion brand Miu Miu, named after Miuccia's nickname, launched. Miu Miu catered to younger consumers, such as celebrities. By 1993 Prada was awarded the Council of Fashion Designers of America award for accessories. Prada Fifth Avenue, Manhattan Men's ready-to-wear collections were launched in the mid-1990s.
Prada won another award from the CFDA, in 1995 as a "designer of the year" 1996 witnessed the opening of the 18,000 ft² Prada boutique in Manhattan A joint venture between Prada and the De Rigo group was also formed that year to produce Prada eyewear. These acquisitions elevated Prada to the top of the luxury goods market in Europe. Revenue tripled from that of 1996, to L 2 trillion. In July 2016, Prada clothing became available to purchase online for the first time through Net-a-Porter and MyTheresa.
Lens Width:59 mm / 2.32 In.
Bridge Width:17 mm / 0.67 In.
Temple Length: 145 mm / 5.71 In.