The Prada Experience
When a group of students, somewhat
underdressed, with notepads and pens in their hands, big bulky bags slung over
their shoulders, small holes appearing in their shoes covered up with bits of
black Sellotape, and a hyperactively loud tone in their voice with the
excitement of actually being outside among the people and not cooped up in
their classroom all day, walk up to the daunting doors of Prada, the reluctance
to enter is quite evident.
On the other side of those doors, lay a magical
fashion experience, intended for and targeted at the most luxurious and
fabulous, high end people known to mankind. After summoning up every last inch
of confidence, poise and class in our bodies, we made the momentous gesture to push the doors open as elegantly as we possibly
could. Never mind the door was a pull,
resulting in an awkward, noisy, embarrassing first entrance.
Once spilling into the store, a few students
at a time to avoid any hassle with the Prada personnel, I entered an almost out
of body experience. All the other students became a haze to me. Any other
customers became hidden. It was like entering your own, stylised, lush,
incredibly large wardrobe.
Everywhere you turned, a mirrored image of
yourself surrounded by pure class and sophistication, greeted you. It felt like
being in another dimension.( Another amazingly fashionable dimension. ) The
space of the store was made to look enhanced in size and so spacious because of
their mirrors.
Mesmerised by being able to see glimpses of
the whole store in every glance you took, I was unaware that my feet were now
sinking into the softest, plush baby pink carpet. Now when I say baby pink
carpet, personally, I conjure up an image of my grandmother sitting in her
dirty green and bright pink floral armchair, watching the horse races, with her
old wrinkly feet plonked onto a dirty, scratchy, matted, baby pink carpet. The baby pink carpet in
Prada was the exact opposite. It’s the kind of luscious baby pink carpet that
id imagine, the fashion gods would place their little fashion angles and cupids
on to frolic around on all day long.
As I walked along, my eyes glancing all over
the place in every mirror possible, and my feet having a nice old cosy up to
the carpet, I was then subtly hit with the scent of what smelt like one of
Prada’s most delicious perfumes.( I tell you, the real deal is a lot nicer than
rubbing the perfume samples you find in magazines onto your forearm,
desperately trying to get as much scent as you can off. ) I turned around, and
at a crystal glass counter, with a wonderfully elegant employee dressed in all
black and with shiny slicked back hair, there was a customer, ever so
gracefully spraying her femininely small wrist with a bottle of Prada’s
perfume.
After my body got over the initial shock of
luxury, I walked on through the store paying a bit more attention to the
details. I recognised the garments hanging on the mannequins from the first few
pages of the most recent Vogue Australia magazine. Spotlights highlighted these
signature pieces which were elevated onto their own little platforms to signify
importance.
Books of the works of Prads were tastefully
placed around the store, showing the history to the brand and also making
evident that this is a high end, well known brand. I skimmed through a few
pages of the book, fascinated by Prada’s story. I was then spotted by a member
of the Prada team, and even though she was smiling at me, I knew she was
watching my hands like a hawk. So I closed the book, and went on my merry way
into another section of the store.
Everything was so beautifully placed
throughout the store. Bags tilted on the perfect angle, the fingers of gloves
lapped over one another in such an artistic way. And the shoes!!! Oh the shoes!
It was like looking at Cinderellas glass slippers over and over and over again!
Such glamour and sophistication!
I could see one of the lovely Prada employees
all by her lonesome self, wiping down a glass cabinet, So I decided to make
contact. She seemed approachable. If I had seen her without her cleaning
materials, I would have been quite intimidated and fearful. But somehow seeing
her with a cloth and a spray bottle, I became more comfortable talking to her.
Her name was Rachel. She had been working at Prada for 5 months. We didn’t
speak for very long but she seemed to only have wonderful things to say about
the store and the brand. The great vibe as the Prada team, the beautiful
surroundings, how much she had learnt just being in the store and watching
displays be arranged and what not. Her enthusiasm was evidently genuine and the
way she spoke of the co workers and seniors was also in a very positive light!
“They are always so helpful” she said “One time I was asked to put a blouse on
one of the mannequins, and I put it on back to front. They weren’t at all
horrible about it. They were so nice.”
Apparently the store is made up of one
manager, two to three seniors, about 5 floor people, watching customers,
helping with change rooms, these 5 are usually in specific sections, one in the
shoe area, one in the perfumes, one in each clothing section etc. Then Rachel
told me there was one person behind the scenes to just answer phones and do
admin work. Then she told me that they often get professionals in the arrange
their displays and style the shop in the right way. So overall there are quite
a few bodies behind the one store operation.
After speaking to Rachel I made my way
out of the store, looking back when I got the doors and saying a silent goodbye
to the amazing world of luxury. I then made my way out onto the streets of
Sydney, seeing nothing but sweat shirts, poorly maintained hair, and running
shoes. And then back to college to research into Prada a little further.
Here is what I found out:
Mario Prada started the Prada label in 1913.
He designed and sold handbags, shoes, trunks, and suitcases though two
boutiques in Milan, and had clients across Europe and the US. When the
signature Prada suitcases, made from heavy, cumbersome walrus skin, proved to
be ill suited for air travel, Prada concentrated on designing exquisite leather
accessories and waterproof handbags.
In 1978, Mario’s granddaughter, Miuccia Prada,
took over the company. Miuccia had
spent five years studying at Milan’s Teatro Piccolo, and had a PhD in political
science. Although her qualifications didn’t seem appropriate, her sense of
fashion was unmistakable. The label was still mainly a leather goods
manufacturer at that point, and had been struggling financially for several years.
Competition from other fashion houses like Gucci had taken its toll. Miuccia
turned things around and steered the House of Prada towards the world of haute
couture. About the same time as she took the helm of the Prada label, Miuccia
married Patrizio Bertelli. Bertelli took on the role of business manager,
allowing Miuccia to focus on designing and perfecting the new Prada look.
Miuccia had been making black waterproof backpacks since 1970, out of a nylon fabric called ‘Pocone’.. She unveiled the classic Prada handbag - simple, sleek, black nylon in 1985 and became an overnight sensation. The bag was functional and sturdy, practical and fashionable. The high price tag that accompanied the handbags caused an onslaught of designer knock-offs, which only helped to make the genuine Prada articles more in demand. In the 1980’s, other labels were creating designs that played on sexuality. Frilly, lacy, brightly coloured garments that were low cut on top and short on the bottom were popular. Prada hit the runway in 1989 with its pr’t-a-porter collection, with elegant, simple pieces featuring clean lines, luxurious fabrics, and basic colours. The fashion world took notice, and Prada’s popularity skyrocketed.
Miuccia had been making black waterproof backpacks since 1970, out of a nylon fabric called ‘Pocone’.. She unveiled the classic Prada handbag - simple, sleek, black nylon in 1985 and became an overnight sensation. The bag was functional and sturdy, practical and fashionable. The high price tag that accompanied the handbags caused an onslaught of designer knock-offs, which only helped to make the genuine Prada articles more in demand. In the 1980’s, other labels were creating designs that played on sexuality. Frilly, lacy, brightly coloured garments that were low cut on top and short on the bottom were popular. Prada hit the runway in 1989 with its pr’t-a-porter collection, with elegant, simple pieces featuring clean lines, luxurious fabrics, and basic colours. The fashion world took notice, and Prada’s popularity skyrocketed.
By the 1990’s, Prada was a leading force in
fashion. The garments and accessories were smart, sophisticated, and extremely
high quality. Luxurious fabrics and simple styles, mostly in blacks, browns,
greys, greens, and creams, became the signature Prada look. The apparel was
sexy and spoke of confidence without revealing too much skin. Accessories
included skinny leather belts, elegant high heeled shoes, and of course, the
classic handbag.
The Prada look has certainly evolved over the years, and Miuccia is credited with many innovations in fabric and design. She has added everything from mirror fragments to beaded latex to her garments, and experimented with new and unique fabric blends. Even with all of this experimentation however, the calibre of the finished product has never wavered.
Since then, Prada has gone on to open
boutiques in dozens of cities and countries across the globe. Their shoes for
men and women have become a staple for fashion enthusiasts and celebrities
alike, and those extraordinary handbags are still wildly popular. The distinct
silver Prada triangle is a status symbol all over Europe and North America.
American financial newspaper, ‘The Wall Street Journal’, has named Miuccia one of the thirty most powerful women in Europe. From fabulous runway shows to gracing the bodies of actresses like Uma Thurman and Cameron Diaz, Miuccia Prada has taken her grandfather’s struggling leather goods business and created a true empire.
American financial newspaper, ‘The Wall Street Journal’, has named Miuccia one of the thirty most powerful women in Europe. From fabulous runway shows to gracing the bodies of actresses like Uma Thurman and Cameron Diaz, Miuccia Prada has taken her grandfather’s struggling leather goods business and created a true empire.
Who is this amazing Empire aimed at?
Clothing
Shoes
How much money should i save up to shop at Prada?
Well, it all depends on you. If you have quite a high paying job, and can afford to splurge quite a bit then you should be fine. However if you're living in a share house with over 7 room mates, have a low paying job and have to choose between buying a bus ticket or buying meat for your dinner, then id wait a little while before investing in something Prada. Prada is a luxury brand, meaning it is quite exclusive and expensive. Having said that, it in now way means if you come from a poorer background that you are not entitled to shop at Prada. NO! By no means is this true. But the usual customer would expect to spend between $50 for the smaller items, to $10,000.
No comments:
Post a Comment