Logo denim trousers.

Prada logo denim trousers. The turning point came in the 1970s, when Miuccia Prada, the founder's granddaughter, joined the company and took the helm in 1978. With a degree in political science and a background in art and theatre, Miuccia revolutionized the brand's identity, introducing a minimalist, intellectual, and non-conformist style.

In 1985, she launched the famous black nylon bag “Pocone”, a technical material previously used only for industrial purposes. The combination of practicality and luxury redefined fashion's aesthetic codes and marked the beginning of the brand's international rise. Prada became synonymous with understated elegance, innovation, and discreet sophistication.

In the 1990s, the brand successfully expanded into prêt-à-porter, acquired other brands such as Church’s and Car Shoe, and in 1993, Miuccia launched the younger, more experimental Miu Miu line. Prada thus became one of the leading protagonists of global fashion, maintaining a recognizable yet constantly evolving style.

The brand is also distinguished by its strong connection to contemporary art and architecture, thanks to the creation of the Fondazione Prada, an important cultural institution.

Today, Prada is an icon of modern luxury, directed by Miuccia Prada alongside Raf Simons since 2020. With a vision that blends heritage and innovation, technology and sustainability, it continues to influence international fashion, remaining faithful to its independent and visionary spirit.