Prada's Slogans & Taglines

Prada S.p.A. traces its origins to 1913, when Mario Prada and his brother Martino opened Fratelli Prada in Milan's Galleria Vittorio Emanuele II, selling leather goods, trunks, and travel accessories. In 1919, the brand became an official supplier to the Italian Royal House, earning the right to display the Savoy coat of arms and knotted rope in its iconic triangle logo. The pivotal shift came in 1978 when granddaughter Miuccia Prada took the helm, transforming the house from a heritage leather atelier into a global luxury powerhouse. She introduced the revolutionary black nylon Vela backpack in 1984 and launched the first ready-to-wear collection in 1988, defining the brand's "ugly chic" minimalist philosophy. The portfolio spans leather goods, ready-to-wear, footwear, the Linea Rossa sportswear line, eyewear, and fragrances. Under the co-creative direction of Miuccia Prada and Raf Simons since 2020, the brand continues to challenge conventional luxury through intellectual, forward-looking design rather than traditional advertising slogans, embodying Miuccia's belief that "fashion is instant language."