Since 1913 Prada has been synonymous with avant-garde style. His intellectual universe unites concept, structure and image, through codes that transcend trends. Her fashion transcends the product: it is the translation of the conceptual into a universe that becomes a point of reference for those who love to experiment, challenging conventions.

With its innovative approach, which draws inspiration from an unconventional observation of society, Prada elaborates languages ​​that go beyond trends. Style statements that arise from the passionate investigation even of areas apparently far from fashion, such as art, cinema and photography, and result in creations that reinterpret reality starting from unprecedented points of view.

The aesthetic codes of the brand, free from conceptual foreclosures and the stringent constraint of stylistic cohesion, have influenced generations of creatives with manifestos of cultural emancipation that intertwine the broadest spheres of life. Prada fashion extends beyond products: it is the transposition of ideas and ideals on clothes and accessories, which become tools for bold self-expression.

Miuccia Prada, with her work, does not give up on challenging the pre-established patterns of aesthetics. Prada is an expression of society, society changes, Prada evolves accordingly. The simple and the classic are deliberately distorted and reexamined, in the constant search for new perspectives. An avant-garde laboratory that makes instinct and cultural propensity its values.

The conceptual is the expressive form of Prada, an intellectual commitment to the reinterpretation of good taste. In each collection the shared aesthetic canons are reviewed, through an unusual perspective and at the same time the new products challenge material processes with technology and know-how.