PRADA

Founded in Milan in 1913 as a luxury leather-goods house, Prada was reinvented in the late 1970s by Miuccia Prada, granddaughter of its founder. Trading obvious opulence for cerebral cool, she made intellect the ultimate luxury, elevating humble nylon and pioneering the idea of "ugly chic." Precise, provocative and quietly radical, Prada continues to question what beauty means, defining modern elegance through restraint, irony and impeccable Italian craftsmanship.