From a small shop in the living room of Milan to a global brand worth billions of euros listed on the Hong Kong Stock Exchange. Prada challenges the conventions of luxury, subverts the rules of fashion. Between fashion and industry, art and the America’s Cup: a family story.
How did Miuccia Prada transform her grandfather’s shop in the center of Milan into one of the most successful luxury brands in the world, controlling some of the most desired brands, such as Miu Miu, capable of attracting inexhaustible attention? What role did the meeting with the volcanic Tuscan entrepreneur Patrizio Bertelli, who became her partner in business and in life, play, who made vertical integration his mantra, total control over the production, distribution and commercial process his trademark? How do they prepare for the future of their creature in a sector that is polarizing around a few global giants?
With his unmistakable style, Tommaso Ebhardt, author of the bestsellers Sergio Marchionne and Leonardo Del Vecchio that changed the way of telling the story of our country’s captains of industry, retraces the history of Prada from its origins to the present day, investigates the reasons for its success, its economic horizons and possible critical issues. By examining company archives, historical sources, documents never seen before, and thanks to important testimonies, Ebhardt reveals previously unknown details about the origins of the Group and its plans for the future.