Birth a Rebel Brand to Free the Mother Ship

“Prada and, especially, Miu Miu – born in 1993 to satisfy Miuccia's rebellious soul – are the most sought after in the first quarter of 2024 by consumers all over the world, the "hottest brands" of the Lyst index, a global fashion search engine. These are two brands that will withstand during the first months of the luxury crisis induced by the collapse of purchases in China. What's so special about them? Is there a substantial difference from other luxury brands? Is there any truth to it, or am I facing yet another marketing hoax?”

“Although the family brand was known and recognized for its traditional and austere elegance, Miu Miu enhances its transgressive aspect, which can be glimpsed in some of the early Prada brothers' bags from the 1920s, shown to me in the archives of the Group hidden in the basement of the Milan headquarters.”