SINCE 1913, PRADA HAS BEEN SYNONYMOUS WITH THE STYLISTIC AVANT-GARDE. THE BRAND'S INTELLECTUAL UNIVERSE COMBINES CONCEPT, STRUCTURE AND IMAGE TO TRANSLATE ITS CONCEPTUALITY INTO A CHALLENGE TO CONVENTION THAT FOCUSES ON EXPERIMENTATION.

CURRENTLY UNDER THE CREATIVE CO-DIRECTION OF MIUCCIA PRADA AND RAF SIMONS, THE BRAND ADOPTS AN INNOVATIVE APPROACH THAT DRAWS INSPIRATION FROM AN UNCONVENTIONAL ANALYSIS OF SOCIETY, AIMED AT DEVELOPING CODES THAT TRANSCEND TRENDS.