[Gwanghwamunduk's Brand Story] #3. PRADA

Prada was founded in 1913 in Milan by Mario Prada (1870-1958) and his brother Martino as Fratelli Prada, selling English leather goods and handbags. Mario had previously worked as a leather merchant in the Saffiano region — the origin of the distinctive "Prada Saffiano" leather (cross-hatched pattern, resistant to scratches). His daughter Luisa Prada ran the business for 20 years after Mario's death, maintaining its traditional craft focus.

The transformation came in 1978 when granddaughter Miuccia Prada (born 1949, PhD in Political Science) took over. Joined by businessman Patrizio Bertelli (whom she married in 1987), Miuccia reoriented the brand toward intellectual minimalism. The 1985 black nylon backpack became a sensation — taking an "ugly," functional material and making it aspirational through the Prada name. This anti-fashion fashion became the brand's signature move. Key milestones: 1992 — launched Miu Miu (Miuccia's nickname) as a younger, more experimental sister brand; 1993 — first women's ready-to-wear collection; 2000s — expansion into menswear (Prada Man) and collaborations with architects (Rem Koolhaas designed Prada epicenters in New York and Los Angeles). Prada went public on the Hong Kong Stock Exchange in 2011. Current co-CEOs: Miuccia Prada and Patrizio Bertelli; Raf Simons joined as co-creative director in 2020. Prada's philosophy: "ugly chic" — deliberately unglamorous aesthetics that feel more intellectual than commercial; challenging fashion's prettiness conventions while maintaining supreme craftsmanship. 2020 revenue approximately 2.42 billion euros (reduced by COVID-19 from previous years).