Constant innovation and unique identity

An unconventional exploration of our society inspires an innovative approach through which Prada elaborates expressive codes that transcend all trends. Style statements that result in creations that reinterpret reality through unusual perspectives.

Unfettered from conceptual limitations and from the strict commitment to stylistic cohesion, the aesthetic codes of the brand transcend products bringing ideas and ideals to life through its clothes and accessories, which become tools of confident self-expression.

Through her work, Miuccia Prada challenges pre-conceived aesthetic patterns. Prada is an expression of society, society always changes and Prada evolves accordingly. What’s simple and classic is intentionally distorted, reconsidered and revised in the tireless search of new perspectives. In an intellectual commitment towards the reinterpretation of good taste, Prada elects conceptuality as its preferred form of expression.

What is considered beautiful and controversial are purposely mixed in an incessant play between past, present and future, where the bourgeois codes are often broken down and rebuilt.

From April 2020, Raf Simons joins Miuccia Prada as co-creative director of the Prada design office sharing equal responsibilities, opening a new dialogue to shape and design the upcoming collections of the brand.