Founded in 1913 in Milan by Mario Prada, the brand initially focused on luxury leather goods. It wasn’t until Miuccia Prada took over the company in 1978 that it began to make a significant impact on the fashion world. Today, Prada is known for its innovative and thought-provoking approach to design and culture. One of its latest initiatives is "Frames," a multidisciplinary symposium exploring the relationship between nature and design. This event was curated by Formafantasma, a design and research studio based in Milan and Rotterdam.
Miuccia Prada's early success came with the introduction of a black nylon bag featuring a silver triangle logo. Her designs quickly gained popularity across Europe, America, and Japan. Alongside her husband Patrizio Bertelli, she has maintained a strong grip on the brand, launching new lines like Miu Miu and Prada Sport. The latter, with its iconic red line, has become as recognizable as Nike’s swoosh in certain circles.
Prada expanded its presence through collaborations with architects like Rem Koolhaas, opening stores in Paris, New York, and San Francisco. In the late 1990s, the brand engaged in complex ownership strategies, acquiring and selling stakes in companies such as Gucci and Fendi. A notable collaboration with Azzedine Alaïa in 2000 further solidified its influence in the fashion industry.
Prada Style
Prada’s aesthetic is often described as a blend of traditional and unconventional elements—frumpy yet edgy, with a techno-retro feel. The brand draws from northern Italian traditions of understated elegance and exceptional craftsmanship. As Miuccia Prada once said, “I make ugly clothes from ugly material. Simply bad taste. But they end up looking good anyway.†This philosophy has helped shape the brand’s unique identity.
Her collections have often challenged conventional norms, introducing unexpected motifs and materials. In 1995, she remarked, “Prada is not clothing for the bourgeoisie.†This sentiment reflects the brand’s commitment to pushing boundaries and redefining what fashion can be.
Brand Eccentricity: Texas Art Installation
Miuccia Prada’s creative vision and intellectual depth have attracted artists and intellectuals, while her experimental approach continues to captivate fashion editors. In 2003 and 2004, she delivered standout collections that reaffirmed both her artistic sensibility and the brand’s grandeur.
One of the most intriguing projects was Prada Marfa, an art installation created in 2005 by Elmgreen & Dragset. Located in the Chihuahua desert, this faux Prada store is designed to decay naturally over time, reflecting the brand’s fascination with impermanence and transformation.
Today’s House of Prada
Miuccia and Patrizio Bertelli continue to lead the Prada family business, which now includes brands like Miu Miu, Church’s, Car Shoe, and Pasticceria Marchesi. The Prada brand remains central to the company, and its legacy continues to evolve. In 2018, the vintage Prada Linea Rossa was reintroduced, capturing the attention of fashion enthusiasts worldwide.
Prada Frames
Prada Frames is a multidisciplinary symposium that explores the complex relationship between nature and design. Curated by Formafantasma, it examined the historical, political, and social dimensions of design. From June 6th to 8th, the event took place at the Biblioteca Nazionale Braidense in Milan, featuring six discussion sessions: contextualizing, narrating, designing, perceiving, controlling, and living.
For the visual identity of Prada Frames, Formafantasma used a Lidar scan of an oak forest. Lidar technology creates detailed digital replicas of objects and environments. In this case, it produced a ghostly image of trees, symbolizing the idea of uncovering deeper truths beyond the surface. The symposium aimed to explore the intricate connections between design and the natural world.
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