In 2026, it is impossible to look at this brand without thinking of the cult film The Devil Wears Prada. This year, the long-awaited sequel finally hits the screens, reminding us that behind the glossy facade of luxury lies a ruthless, perfectly tuned machine.

From Trunks to Catwalks

The story begins not with a dress, but with a suitcase. In 1913, brothers Mario and Martino Prada opened a shop in the Galleria Vittorio Emanuele II in Milan. They specialized in imported English steamer trunks, handbags, and exotic goods — silver, crystal, and tortoiseshell.

The quality was so impeccable that in 1919, Prada became the Official Supplier to the Italian Royal House. This honor allowed them to display the House of Savoy's coat of arms (the knotted rope) in their logo — a subtle sign of aristocratic approval that still defines the brand today.

Miuccia's Revolution

The brand was run by the state for most of the 20th century until Miuccia Prada, Mario's granddaughter, took the reins. Holding a PhD in Political Science and a background in the Italian Communist Party, she wasn't a typical designer. In 1985, she introduced the world to the "Pocone" backpack — made of industrial nylon, black, and revolutionary. Thus, the aesthetic of "Ugly Chic" was born.

The Global Machine

Prada is not just a fashion house; it is a financial instrument.

• The Flagship: In 1996, the company opened its largest store at the corner of 57th Street and Madison Avenue in Manhattan — a temple of modernism just a few blocks from where I stood.
• The IPO: In 2011, Prada went public on the Hong Kong Stock Exchange.
• The Control: Today, 80% of shares belong to Prada Holding, which is controlled by Miuccia Prada (65%) and her husband, Patrizio Bertelli (35%). It is one of the most powerful husband-and-wife dynasties in global business.

Beyond the Runway

Understanding that fashion is fleeting, the brand aggressively diversified:

• Marchesi 1824: In 2014, Prada acquired the historic Milanese pastry shop Marchesi. It was a statement of heritage. Soon, a second location opened.
• Miu Miu & Fragrances: In 2015, in partnership with Coty, they launched perfumes under the Miu Miu brand, targeting a younger, edgier audience.

The View from Fifth Avenue

Walking down Fifth Avenue and looking at the green marble, I realized that Prada and Trump Tower are two sides of the same coin. Both are family businesses that conquered the world. Both are symbols of power.

But while Trump Tower screams its presence with gold and bronze, Prada whispers. It is the power of the intellectual elite. In a world of noise, a black nylon backpack speaks louder than a gilded door.

David Polyakov (Special Correspondent for API TV from New York, USA)