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A book documenting the brand's diverse projects in fashion, communication, architecture, film and art.
The purpose of this book is to retrace and represent the multivalent aspects of Prada: from fashion to communication, from the pursuit of excellence to technological advancement, from architecture to art.
All these qualities work together to compose Prada’s engagement in the world of ideas and innovation, as it has always considered fashion, luxury, and style as an overarching project beyond the continuous production of clothes, shoes, and bags.
Careful observation of and curiosity about the world, society, and culture are at the core of Prada’s creativity and modernity. This pursuit has pushed Prada beyond the physical limitations of boutiques and showrooms, provoked an interaction with different and seemingly distant worlds, and introduced a new way to create a natural, almost fashionless fashion.
Miuccia Prada and Patrizio Bertelli.
In 2009, Prada unveiled its book documenting the company's experimental, often ground-breaking work in fashion, architecture, film and art over the last decades.
At once a chronology, documentary and catalogue raisonné, the book charts a creative endeavor that defies the narrow definition of a fashion house. The partnership between designer Miuccia Prada and entrepreneur Patrizio Bertelli has generated an ever-widening sphere of projects that start from fashion and accessories and spiral out to include photography, advertising campaigns, events and parties, interior design, industrial design, technological development, architecture, art commission/collection and exhibition, publishing, philanthropy and beyond.
Conceived of and edited by Miuccia Prada and Patrizio Bertelli in collaboration with long-time creative contributors Michael Rock and Sung Joong Kim of 2x4, New York City, the 708-page book traces this unique story from inside out. The concept was to look at the entire creative output of the organization and draw connections between the focused work of the design studio and the workshop, the extensive creative partnerships with photographers, designers, architects and film directors, all the way out to the large scale architectural commissions, the art foundation and the development of a new museum.