Vita Prada

This book is about Prada and the evolution of the brand, about how a fashion company went on to become a griffe, its success along the catwalks, and how it was catapulted into the different worlds of art, architecture and sailing. It witnessed a succession of famous entrepreneurs, politicians, artists, architects, film stars and sport celebrities. And the leading couple? With many victories and few defeats, Miuccia Prada and Patrizio Bertelli have dominated the Prada proceedings with talent and a none-too-easy-going personality. In many ways these two characters seem to have come straight from a novel, what with their personal backgrounds, passions and weaknesses. The Prada phenomenon is recounted with skill by Gianluca Paracchini. The term “phenomenon” is used because Prada, given its turnover that runs into several figures, can no longer be regarded as a mere group or fashion brand; it has become something of a symbol of a conceptual style that has overturned aesthetic canons to create trends and establish fashions.

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