The executive used the occasion to reveal that the brand will stage its second Pradasphere event in Shanghai starting Dec. 7 until Jan. 21.
America’s Cup sneakers at the age of 14 with money he saved from carrying groceries for the neighbor, mowing lawns, and getting good grades in school, while persistently harassing his parents for financial support.
Started in 1913 by Mario Prada as a luxury luggage and leather goods house, the brand has transformed over the decades to become a major player in the luxury industry by consistently breaking boundaries and creating dialogues between the arts, luxury and fashion. On top of top-notch manufacturing capability, D’Attis believes that the core of Prada’s success is its “creative vision, the collections, and the products that are so incredibly desirable.”
“Let me read you the declaration of Miuccia Prada because it’s so clear and powerful. ‘My primary concern in all my roles is ideas. That’s the reason for everything. Deep down my role through the lens of Prada is to make culture attractive. If it’s not attractive, no one listens. It needs to make people understand that culture is necessary. Intelligence and ideas make life more interesting, and more beautiful.
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