Miu Miu

"How did Miuccia Prada transform her grandfather's shop in downtown Milan into one of the most successful luxury brands in the world, controlling some of the most coveted brands, such as Miu Miu, capable of attracting relentless attentio"

"For the young and rebellious Miu Miu, as they call her at home, entering the family business meant interrupting a youth of political and artistic commitment, among feminist marches and mime courses at the Paolo Grassi school of the Piccolo Teatro."

"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."

"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?"

"Prada wants to believe in its own future and is working to transform a company shaped around Miuccia and Bertelli into a group capable of remaining independent with its brands, Church’s and Car Shoe, in addition to Prada and Miu Miu, as well as the Marchesi patisserie. The time I met him, to my question whether he wanted to sell, Bertelli, interviewed for Bloomberg, replied indignantly: "I have never sold anything! I still have the bicycle that my uncle left me." That day, in 2021, demonstrating how much he thought about succession, Bertelli candidly admitted that his eldest son Lorenzo would take over the reins of the Group."