How did Prada become the most beautiful brand around?

Look no further, Prada is the hottest brand of the moment. Rumors have been around for months that the label was the cool new kid in class. It is now official. All fashionistas had already fallen under its spell, today it is one of the temples that make fashion, Lyst, which named Prada as number one in its quarterly ranking. A coup accompanied by a masterstroke, this is the first time the brand has been in this position. Prada’s new position is not only evidence of its ability to create trends, but also represents a comeback after a difficult period. The label, at its peak in the 1980s and 90s, was one of the hardest hit by the pandemic, which even made it loss-making. Almost 3 years later, Prada is one of the most popular brands. At the end of 2022, searches for the brand even increased by 37%. Surely helped by a Léna (Mahfouf) Situations or a Emma Watson, beauty muse for Prada who promote it. Like – while blowing his last Miu Miu, holy brand of 2022 through Lyst – Has Miuccia Prada succeeded in reviving a brand that was almost forgotten a few years ago?

Recipe (Italian) for fresh from Prada

What did you understand? Miuccia Prada and her co-artistic director Raf Simons is probably better than anyone that in 2023, fashion needs to be Instagrammed before it’s bought. And their Fall-Winter 2022 collection marks the beginning of their comeback. Opening show: Kendall Jenner, red-haired for the occasion, wears what will become new home base, e tank top with white logo. Next, the hard parts will be connected. Maxi shoulders, sheer skirts and the most precise tailoring possible fashion brand essential in social networks. Prada has become an aesthetic like no other.

Hunter Schafer (Euphoria), Thomas Brodie-Sangster (Love Actually), Kyle MacLachlan (Desperate Housewives) Jeff Goldblum (Jurassic Park)… Prada parades a floor of stardom to increase the noise and it works. The result: prices explode. The white cap costs a bag – 690 euros – and the bag, that of the other three bags. Cleo, the brand’s icon, can easily reach €2,000 when in leather. And the new kid, the triangle bag, does not refuse to cost so much even if it is only in nylon. However, nothing has changed in terms of quality and buyers often realize this. But, spoiler: being cool is rarely about value for money. So Prada continues to suppress competition. And if she stays on her momentum, she shouldn’t lose her buzz anytime soon. In addition to taking over women’s clothing, Italian brand took the men’s department by storm at Menswear Fashion Week Fall-Winter 2023 with bags that have everything they need to be a hit. Managing so many clothes, accessories, perfume and brand image is not given to everyone. Prada did.

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