# data[].attributes.body
This article taught me more about Italian fashion brands and the competitors of Prada. I used this information to do further research in to any marketing events that they have held in the past.

# data[].attributes.attachment_link.readable_text
Highsnobiety / Yves Borgwardt

Italy's importance in the history of fashion truly cannot be understated. You would have to have lived under a rock your entire life not to be even vaguely familiar with the broad lineage of Italian brands, designers, fashion houses and high-end labels that have each contributed to the shape of style today.

What's more, the story goes beyond the Italian fashion brands themselves. Even in the 21st century, Italian manufacturing continues to be revered as some of the highest quality in the world, with countless family-owned businesses producing garments for high-end clothing brands including Chanel, Ralph Lauren, Paul Smith, and a long list of others. Put simply, fashion runs in Italian blood.

That said, the sheer scope of Italian fashion, combined with the mythology surrounding many of its most famous players, has created a world that often feels impossible to grasp from the outside. Perhaps you know the names, but not their stories. Or maybe you're familiar with iconic designs but don't know where they fit in the bigger picture.

Whatever your level of knowledge, there are probably dozens of elements to your style of dress that lead, one way or another, back to the Italian fashion houses. With that in mind, here's a comprehensive guide to the essential Italian designer brands and how each of them made their name.

Bottega Veneta

Translating roughly to "Venetian Workshop" or "Venetian Atelier," Bottega Veneta is a luxury Italian brand founded in 1966 by Michele Taddei and Renzo Zengiaro, specializing in premium leather goods and accessories.

Although the label now produces entire clothing collections for both men and women, it is undoubtedly best known for its " intrecciato " leather, an intricate, hand-woven technique that cross-hatches leather or suede to create a textured checkerboard pattern.

Faced with falling sales toward the end of the 20th century, the brand actually experimented with different forms of branding, including a large "BV" insignia, but its distinctive intrecciato has proven to be its greatest trademark and is now the sole external indicator of the Bottega Veneta brand.

This subtle approach to luxury branding is something that Vogue highlights as an example of "stealth wealth": covert consumption of luxury without necessarily being showy about it. Regardless, Bottega Veneta is a perfect case study in a practice that has defined many of the world's most successful high-end clothing brands: finding a unique aesthetic and taking total ownership of it.

Valentino

What to say about Valentino Garavani? A one-man fashion powerhouse, the designer studied fashion from an early age, eventually pursuing a formal education in Paris. In 1960, he returned to Rome to open his own fashion house and channeled the grandiose, opulent nature of the Parisian fashion houses into his own distinctly Italian brand.

Valentino made his name with the distinct shade of red he used for most of his dresses, to the point it became known as "Valentino Red." In the 50 years that followed, Valentino built an empire, establishing the Valentino brand as a red carpet staple with countless celebrity fans.

If Italian designer brands have a reputation for being ostentatious, it's thanks to Valentino Garavani.

Versace

If Valentino is ostentatious and Dolce & Gabbana is glamorous, then the house of Versace can only be described - in the best way possible - as brash and audacious.

Founded in 1978 by Gianni Versace, the Italian brand encapsulates everything we have come to imagine about luxury. This is a brand that looks expensive, feels expensive, and is - you guessed it! - expensive. Versace is known for its bright colors, bold patterns, and vibrant graphics. Even the use of Medusa in the brand's logo draws on the Greek mythological character and her ability to completely consume whoever looked at her.

After Gianni Versace's murder in 1997, Donatella Versace took over as the label's creative director and has come to embody everything about the brand with her own larger-than-life style. The brand has continued to thrive in recent years, and, thanks to its ethos of wealth and hedonism, has become one of the most mentioned luxury clothing brands in rap lyrics, Migos or otherwise.

It's also worth noting that Versace is one of very few high-end brands that remains majority-owned by its founding family. Fashion has always been full of drama, but the House of Versace truly is a dynasty.

Moschino

Before we go any further, let's get one thing straight: it's pronounced "mos-KEY-no." Founded in 1983 by Franco Moschino, the Italian brand has been one of the biggest influences on contemporary fashion as we know it.

Deviating from the typically insular and hierarchical notion of high fashion that so many of us have in our heads, Moschino embraced popular culture and everyday iconography in a way that nobody had thought to do before. Pop art, cultural ephemera, corporate branding, comic books, and cuddly toys were all rich sources of inspiration for the Moschino brand.

The label was notably shouted out alongside a number of other brands by Notorious B.I.G. in "Hypnotize," and in the late '90s, its all-over print jeans, flashy graphics, and big logos became mainstays of the UK club scene (alongside the equally glamorous Gucci and Versace), cementing a strange connection between high-fashion Italian brands and street-level culture that has granted Moschino an enduring essence of authenticity.

In 2013, the equally quirky designer Jeremy Scott took over as the brand's creative director, bringing his own next-level take on contemporary culture to a revered Italian fashion house. Love him or hate him, it's pretty much a match made in heaven.

Gucci

Founded in 1921 by Guccio Gucci, the label is one of the oldest Italian clothing brands going. Gucci founded his luggage label after being inspired by the luxury lifestyles of people he met while working in the Paris and London hotel trade. Combining this aesthetic with the skilled local craftsmanship of Tuscany, the company quickly became popular with the Italian gentry and international shoppers who would visit his bottega.

Gucci also proved popular with the equestrian community, which inspired the label's distinctive metal "horse bit" logo. In the decades that followed, the brand's blend of quintessential luxury and Italian flare made it a mainstay of Hollywood fashion. In 1994, Tom Ford took over as creative director, injecting his own fearless approach into the brand.

In recent years, with Alessandro Michele at the brand's creative helm, Gucci has reinvigorated its identity even further, embracing its popularity among younger consumers and celebrating an eccentricity rarely seen from a high-fashion institution. With its iconic green and red stripes, G monogram and whimsical air, there's just something about Gucci that gives everything a touch more class.

Fendi

The origin of Fendi can be traced back to 1925. Husband and wife Edoardo and Adele Fendi founded the label as a fur and leather goods shop in Rome. Although you might be most familiar with Fendi's distinctive double-F monogram, it is revered as one of the global authorities on fur and renowned for its pioneering work in the field.

In the '40s, the next generation of the Fendi family - five sisters Paola, Anna, Franca, Carla, and Alda - took over and began injecting a new, youthful perspective. In the '60s, Karl Lagerfeld joined the label and pushed reinvention and experimentation, redefining furs that had fallen out of favor with the brand's wealthy clientele and bringing a contemporary perspective to the historic brand.

By the '90s, a growing network of family members began to put strain on the label, and the brand was sold to LVMH. Sadly, Lagerfeld passed away early in 2019, but the brand continues to carry its classic identity of Italian style, empowered by decades of knowledge.

Giorgio Armani

Surely a label that needs no introduction, the Giorgio Armani name is one that immediately conjures images of razor-sharp black suits, slick leather goods, and the tasteful extravagance that only Italian clothing brands can create.

Armani started his fashion empire in 1975, rooting his design vision in everyday people and the style of the streets. Such an approach has proved popular with fashion fans of all demographics, and now the brand has an extensive roster of diffusion labels, including Emporio Armani, Armani Exchange, EA7, and Armani Jeans.

Like Versace, the Armani empire remains privately owned, which is actually quite poetic; if Versace is an exercise in Italian glamor, then Armani is an exercise in Italian class - toned-down, softly spoken, effortlessly cool, but still making all the necessary statements.

Prada

Prada, like many others, has its roots in luxury leather luggage goods. Founded in 1913 by Mario Prada, the house quickly experienced meteoric success, and in 1919 was confirmed as an official supplier to the Italian royal household. This was signified by the iconic knotted rope that frames the label's logo.

Prada entered a new phase throughout the '70s when Mario Prada's granddaughter Miuccia inherited the label, injecting new energy and a modern perspective into the brand (as is often the case with historic houses). Over the next four decades, Prada cemented its brand as a symbol of timeless, effortless chic, embodied by understated branding and minimalist designs.

One of the label's signature motifs is its use of Saffiano leather, a textured leather printed with a cross-hatch pattern that is both hard-wearing and visually appealing. As for clothing designs, Prada has shown an eccentric flair in recent years, creating collections that ooze with color, patterns, and flashy designs. However, this eccentricity is always tempered by a certain class that keeps everything in order.

Miu Miu

Founded in 1993 by Miuccia Prada as an offshoot of Prada, Miu Miu (pronounced "mew-mew") takes its name from Miuccia's family nickname and is undoubtedly the youthful, exuberant yin to Prada's timeless, storied yang.

Best known for its ready-to-wear and handbag collections, Miu Miu is never short of color and energy, and has an eccentric disregard for the rules, as is often seen in Japanese fashion. The Italian brand disregards minimal branding and softly spoken lines, embracing chains, sequins, fur, gold, splashes of color, and anything guaranteed to turn heads.

That Miuccia Prada can move effortlessly between two polarized styles is nothing short of incredible, and she is no small part of what makes both of these Italian designer brands so iconic.

Marni

Marni, founded in 1994 by Consuelo Castiglioni, is a worthy mention despite its relative youth, given its comparatively rapid rise to success.

The brand started out using the family's fur business as an avenue to experiment with fur and textiles, but now creates full collections, including ready-to-wear, luggage, jewelry, and accessories. Most noteworthy are the brand's footwear designs, which blend timeless shoe styles with a unique flair.

Few luxury clothing brands have created a sneaker as compelling as the aptly named Marni's Sneaker (even if it does borrow pretty heavily from a certain adidas EQT silhouette). However, the absolute king has to be the kilted derby shoes, which, depending on how they're styled, can form part of any look, from classic to cute.

Marcelo Burlon

Marcelo Burlon is unquestionably one of the leading names in the new generation of Italian clothing brands, with bold, geometric graphics and slimline contemporary cuts, as demonstrated in his collaborations with celebrities Pusha-T and LeBron James.

Although the Italian brand only produces T-shirts, sweats, and accessories, Burlon has established a distinctive aesthetic that incorporates animals, camouflage, and Patagonian symbols into striking graphic designs.

It could be argued that Burlon's success in a country known for its historic factories and age-old production techniques highlights fashion's evolution over the past two decades. It's a world no longer controlled by a few dozen families, opening up instead to anyone with a unique perspective and fresh ideas.

Palm Angels

Although the emerging Italian brand is still in its infancy, Palm Angels is quickly turning heads. Originally a photography project for Francesco Ragazzi (better known for his work as the art director of Moncler), the label takes inspiration from the skateboarders of Venice and Manhattan Beaches in LA, after which the project is named.

Earlier collections left a lot to be desired, but the brand has developed quickly and successfully channeled stylistic elements similar to those of its contemporaries, including extended cuts, camouflage patterns, and a fearless blend of streetwear, high fashion, and contemporary style.

Part-grunge, part-catwalk, part-Dogtown - the label has laid itself out as one to watch in the years ahead.

Sunnei

Launched in 2013 by Loris Messina and Simone Rizzo, Sunnei is a young Italian brand in every sense. The designs are modern, the cuts are contemporary, and you can see the influence of streetwear and street culture throughout the brand's collections.

Messina and Rizzo have made no secret of their desire to shake up an Italian fashion landscape dominated by historic houses and cultural dogma, and their oversized fits and tracksuits do exactly that in a country dominated by silks, furs, and luxury fabrics.

The aesthetic is not dissimilar to those of Gosha Rubchinskiy or A-COLD-WALL*, but there's also a mix of art and culture in every piece that would look at home among the collections of Scandinavian brands such as Soulland or Wood Wood. This isn't Italian opulence or rustic charm, it's laid-back cool done very well.

Moncler

I know what you're thinking: Moncler is French, right? This is true: the brand's name is an abbreviation of village near Grenoble, Monestier-de-Clermont, and it's difficult to think of Moncler without imagining well-heeled French families skiing in the Alps.

However, Moncler was bought out in 2003 by Remo Ruffini, and it was Ruffini who really pushed Moncler from high-end outdoor brand to an iconic symbol of the great outdoors.

As such, you can't really talk about revered French master of the quilted jacket, Moncler, without also talking about the distinctly Italian flare that brought Moncler to collaborations with Thom Browne, OFF-WHITE, Pharrell Williams, and FriendsWithYou.

FILA

The brand was acquired in full by its South Korean subsidiary in 2007, yet FILA is one of the oldest (and largest) Italian sportswear brands, with a rich history to go with it.

For its first few decades, the brand made mountaineering equipment. However, in the '70s it ventured into the world of tennis and quickly found comfort in what would come to be known as the sportswear industry. Although the brand might have fallen out of favor with the streetwear crowd, FILA's name in the late '80s and early '90s was synonymous with wealth.

Capitalizing on its Italian roots and a then-untapped well of potential in "luxury sportswear," FILA was arguably one of the first companies to bring high-fashion prices to street-level fashion, and this formula made it a popular choice among rappers, dealers, and all the other usual suspects.

Its subsequent journey from upper echelons to affordable alternative is a fascinating one, and Gary Warnett's article on the subject is a must-read for streetwear historians.

Sergio Tacchini

Another classic Italian brand that fell by the wayside, Sergio Tacchini has credible, authentic roots. Started in the late '60s by the professional tennis player of the same name, the label was an endeavor to shake up tennis' boring dress codes with exciting colors and new materials. As the brand's distinctively high-fashion logo suggests, the brand brought a touch of class and luxury to sportswear.

During the heyday of European football's casuals culture in the '80s, the Italian brand was highly coveted. As the story goes, football fans who traveled to Europe to support their teams were deemed a cut above the home supporters. When they traveled to Italian cities for a match, they'd shoplift their favorite Italian sportswear from shop owners who were completely unprepared for gangs of 30+ football hooligans fired up for a game.

They say any publicity is good publicity, and if people are risking arrest in a foreign country just to possess your clothes, you must be doing something right. In 2007, the brand declared bankruptcy and was sold to a Hong Kong businessman. Perhaps the brand's more recent collaboration with Gosha Rubchinskiy will open it up to a new generation of consumers, reinvigorating the classic casuals style that made Sergio Tacchini a symbol of Italian sportswear.

Diesel

Founded in 1976 by Renzo Rosso and Adriano Goldschmied, Diesel is a premium Italian brand that specializes in Italian-made denim. Although it's arguably one of the most familiar names in fashion, the true identity of Diesel is a bit of a mystery, and this is no accident.

Over its history, the brand has built a reputation through its esoteric and absurd advertising campaigns that speak more about philosophy and conceptual thinking than clothing. At its essence, Diesel makes menswear and womenswear with subtle stylistic twists. Classic wardrobe essentials are reinvented with an eccentric perspective and there's a heavy emphasis on individuality and self-expression.

The result is an Italian brand that channels the famous Groucho Marx quote: "I wouldn't want to belong to any club that would have me as a member." Pure anti-everything.

Stone Island / C.P. Company

When many of us think of Italian high-end brands, we imagine luxurious silks, wools, leathers, and furs - quintessential Italian opulence. It's precisely this association that makes Massimo Osti's two clothing labels such fascinating anomalies.

Surely one of the most under-celebrated figures in contemporary menswear design, Osti's creative process is truly unparalleled, and his approach to fabric has been described as less tailoring than "creating a recipe." Unique textile blends, pioneering experimentations in production, and truly left-field thinking has seen Stone Island and C.P. Company produce some of the most fascinating clothing ever seen, including jackets that change color according to the temperature, "self-healing" fabrics, and cotton fabric bonded to stainless steel.

C.P. Company was launched in 1978 and was followed by Stone Island in 1982. Both pushed the envelope in terms of form, fashion, and functionality. Again, the era's football casuals were fond of Stone Island's stunning, immaculately designed, hyper-technical gear, which kept them warm on the terraces and dry on the walk back to the railway station.

Recent years have seen Stone Island expand into the US and claim its hard-earned streetwear kudos through collaborations with Supreme and Nike, and Stone Island and C.P. Company's significance in terms of groundbreaking fashion design cannot be overstated.

Loro Piana

It's one thing to master a particular style or aesthetic, it's another to master a textile itself. Like Scotland's Harrison tweed, John Smedley's Sea Island cotton, or Horween's tanned leathers, Loro Piana is the absolute authority on the very finest wools, most famously merino wool and cashmere.

The brand produces an extensive range of its own designs, and they're just as you'd expect: classic, unfettered, timeless clothing. However, the Italian textile house also supplies its fabrics to many other brands. In the streetwear world, Supreme has made regular use of Loro Piana wool in its more premium releases, while Noah has used the brand's luxurious, humanely collected baby camel wool to produce the ultimate baller garment: a $600 Loro Piana hooded sweatshirt.

The Loro Piana logo is a seal of quality in itself - there is simply no such thing as a poor-quality Loro Piana garment.

Vibram

Getty Images / Joe Raedle

Far from a fashion label, Vibram (pronounced "Vee-bram") is a manufacturer of rubber. More specifically, highly durable rubber for use in high-intensity performance footwear such as mountaineering and work boots.

Vitale Bramani founded his company in 1935 after the deaths of six friends out climbing, and he's credited as creating the first rubber "lug" sole, and there's a certain level of gravitas that comes with being the very first. Much like Loro Piana with wool, a Vibram logo on your sole is a mark of quality. The brand is regularly used by a number of high-end brands, most notably, Hiroki Nakamura's visvim.

For dads buying a new pair of hiking boots, this Italian brand provides reassurance that the shoes will be up to the task ahead. For style aficionados, it's a reassurance that a hefty price tag is at least partly justified.

Missoni

The master of Italian knitwear, Missoni is a truly iconic Italian brand that possesses a very particular aesthetic. Long story short, Missoni is the proud master of the zigzag and its vibrant, multicolored scarves are a true wardrobe essential for any fan of classic style.

The Italian brand is known for its intricate, beautiful knits that flow across the entire color spectrum and yet somehow still look extremely tasteful. The brand was founded in 1953 as a family business and remains so to this day.

Versace might know how to knock you to the floor with color and glamor, but Missoni uses those same ingredients to make truly visually arresting pieces. If you're the kind of person to walk through a store rubbing each fabric between your fingers and thumb, examining each weave, avoid wandering into the Missoni section - you might never leave.

RETROSUPERFUTURE

Founded in Milan in 2007 by Daniel Beckerman, RETROSUPERFUTURE's colorful acetate sunglasses have become increasingly popular over the years. Originally focusing on classic and clean silhouettes, RETROSUPERFUTURE started including more colorful and cutting-edge shapes over time. Silhouettes such as the Flat Top, Ciccio, América, and more feminine models the Lucia and Drew have become staples of each collection.

"All the companies that were in the market were developing boring eyewear," says Beckerman. "I kept looking at all the experimental independent clothing brands and wondered why no one had yet dared to develop a quirky, bold line of eyewear. I wanted to design sunglasses that all my friends would love to wear: fresh, hip, and stylish, without necessarily compromising the quality."

Since its inception, RETROSUPERFUTURE's mission has been to offer high-quality eyewear with recognizable, distinctive designs at an affordable price. And judging by the selection on the brand's website, RETROSUPERFUTURE has been acing it.

United Standard

United Standard was founded in 2015, producing menswear with strong graphics and highly technical materials. Differing from its competitors, United Standard's website looks like something straight from the '90s, with purposely misplaced graphics and images that make the webpage look like a Geocities website. Adding to the lo-fi vibe, despite the brand being available at a few select online retailers, United Standard's webstore is just an authenticated eBay store.

The Italian brand's SS18 collection was loaded with technical details and practical sportswear, with some tops sporting QR code prints on the front and motorsport-inspired details on the sleeves. United Standard founder Giorgio Di Salvo is a car lover and has even directed a short movie, The Malware, to represent the brand's mood and inspirations - cars, mystery, and futurism.
Now that you're done with Italian fashion brands, be sure to check out Japanese clothing brands and German clothing brands. If you're looking for a more sporty look, here are some athleisure brands you should know.

# data[].attributes.attachment_link.title
23 Italian Fashion Brands You Need to Know

# data[].attributes.attachment_link.description
Italy's importance in the history of fashion truly cannot be understated. You would have to have lived under a rock your entire life not to be even vaguely familiar with the broad lineage of Italian brands, designers, fashion houses and high-end labels that have each contributed to the shape of style today.

# data[].attributes.headline
Celebrities on the Front Row of Fashion Week

# data[].attributes.subject
Celebrities on the Front Row of Fashion Week

# data[].attributes.body
I used this website to gain greater knowledge on fashion icons that I could add to the 'Top Ten Target Press List'.

# data[].attributes.attachment_link.title
Florence Pugh, Alicia Vikander And The A-List Round Off Fashion Month

# data[].attributes.attachment_link.description
All of the A-list celebrities on the front row at fashion week AW20.

# data[].attributes.body
As Kendall Jenner is one of the guests, I wanted to post a 'Behind The Scenes' video of her getting ready to post as an interactive story. I edited this video and created an instagram story mock up.

# data[].attributes.attachment_link.title
Kendall Jenner Gets Ready for the 2018 Met Gala | Vogue

# data[].attributes.body
This clip shows you a summary of the music, garments and decorations that I will use in my event

# data[].attributes.body
Prada opened a Pop-Up Private Club in Miami, Hong Kong and London. This helped me to understand Prada's style and vibe of her previous events.

# data[].attributes.attachment_link.readable_text
The hottest trend in fashion doesn't have anything to do with product.

The London Frieze version of Prada Mode in October included a performance by the steel pan band New Generation. Credit... Stuart C. Wilson/Getty Images for Prada

The It bag may be more like an old hat these days - at least when it comes to fashion's front row. But exclusivity is not exactly out of style; it's just no longer symbolized by something you can swing from your arm.

In 2020, partying with Prada is what counts. And it's an experience money can't buy.

This week Prada Mode, the Milanese luxury label's roving private member's club, has hit Paris.

Introduced in 2018, the club already landed in Miami and Hong Kong during Art Basel, and in London for Frieze. Now its fourth edition was to open for two days, Sunday and Monday, during the couture shows in the French capital, taking over the Art Nouveau restaurant Maxim's on rue Royale, where the likes of Aristotle Onassis and the Duke and Duchess of Windsor once dined.

It is the latest iteration of luxury's drive to own the experience economy, which has seen brands expand into hotels, cafes - and increasingly, form their own velvet-roped, insider-only communities.

Image

Maxim's, the famous Parisian restaurant, is to be the site of the Paris Couture Week version of Prada Mode. Credit... Jacques Demarthon/AFP via Getty Images

"My interests often take me to think about projects beyond fashion," Miuccia Prada wrote in a recent email. "Mode is one of these events, offering a familiar place to extend the art experience into the social; a place where people are welcome to think freely and discuss, not forget to have fun."

Gaining entree to this mythical zone is not as straightforward as donning one of the label's frumpy-chic coats. For the Paris iteration, about a thousand invitees were handpicked by the label, and include such names as Adèle Exarchopoulos, the French actress; Jake Chapman, the British artist; Gigi Hadid, the American model; and Alex Kapranos, the singer with the Scottish rock band Franz Ferdinand. It's a way for the brand to dip its sling-backs into the haute couture crowd in a city where Prada isn't on the runway.

Miuccia Prada Credit... Pascal Le Segretain/Getty Images

"They want to present themselves as a junction, not necessarily between art and fashion but a new zone," said Francesco Bonami, the Italian curator who popped by Prada Mode during its London stop in October. "It's a different level, and hard to define."

Once in, Prada Mode Paris members could hit the club any time over its two-day run (open from 9:30 a.m. to 2 a.m.), to experience site-specific artworks; join parties featuring live performances from the avant-garde composer William Basinski and the experimental musician Josiah Wise, who records as serpentwithfeet; and sample specialty dining from the French chef Bertrand Grébaut of the Paris restaurant Septime.

Also scheduled are panel discussions with leading theorists and practitioners focused on the history of facial recognition, concerns about government and corporate surveillance, and how artists and creators are responding to such programs.

From left, the fashion designers Grace Wales Bonner and Samuel Ross in conversation with Elvira Dyangani Ose, an art curator, during Prada Mode in London. Credit... Joe Maher/Getty Images for Prada

The artist Theaster Gates, left, and Naomi Campbell at Prada Mode in London. The event was held at 180 The Strand, a well-known Brutalist style building. Credit... Tim P. Whitby/Getty Images for Prada

"Making Faces," an installation and live program for the event, was created by Kate Crawford, an artificial intelligence researcher and professor at New York University, and the artist and researcher Trevor Paglen. Speakers were to include Heather Dewey-Hagborg, an artist now based in New York and Dubai, and Hito Steyerl, a German artist, writer and filmmaker.

The Korean singer and songwriter Mino at an art installation for Prada Mode Hong Kong, held in March 2019. Credit... via Prada

"What does it mean when your face becomes your passport? When it becomes analyzed and tracked?" Ms. Crawford said in a recent interview. She noted that the Prada Mode event would have particular significance at a time when France was poised to become the first European country to incorporate facial recognition technology into a mandatory digital identity for its citizens.

Another question might be: Why would a fashion brand suddenly want to become a gatekeeper of self-invented creative communities?

"Creating experiences that surround a brand through the customer journey acts as an antidote to commoditization and declining loyalty," Caroline Bremner, head of travel at Euromonitor International, wrote in the market research company's 2017 report "Experience More."

Another 2017 Euromonitor report said: "Consumer's expenses with experiences should increase from $5.8 trillion in 2016 to $8 trillion in 2030," with experiences encompassing categories like leisure, recreation, travel and food services.

The designer and actor Waris Ahluwalia at Prada Mode Miami in 2018. Credit... Nicholas Hunt/Getty Images for Prada

Prada's efforts to create its own club community are the most recent in a growing trend among retailers.

In Milan, Giorgio Armani has a side gig as a nightclub impresario. His private club Giorgio's was introduced in 2016 and says it has around 1,000 members worldwide. Last December it had its own pop-up at Harry's Bar in London as host of one of the British Fashion Awards after-parties.

The Palazzo Ralph Lauren, a members-only club in Milan, opened in the fashion house's Art Nouveau palazzo, Casa Campanini, in 2015. Here, a person need only be a valued client, or even just a friend of one, to belong. Members can shop from exclusive collections, enjoy perks like dining on its outdoor terrace with food prepared by a private chef and get priority reservations at any Ralph Lauren restaurant.

And Alfred Dunhill, the British luxury label, has its private club, called Alfred's, at its men's wear flagship store in Bourdon House, a Georgian mansion in Mayfair that was the former London residence of the Duke of Westminster.

"In the end, these experiences are all about making customers feel special," said Flavio Cereda-Parini, managing director of luxury and brand equity research for Jefferies Group, an investment bank and financial services company.

And the result? To make them, he said in a recent interview, "open their wallets more, and engender a sense of loyalty."

# data[].attributes.attachment_link.description
The hottest trend in fashion doesn't have anything to do with product. The It bag may be more like an old hat these days - at least when it comes to fashion's front row. But exclusivity is not exactly out of style; it's just no longer symbolized by something you can swing from your arm.

# data[].attributes.body
For my invitation/promotional gifts, I wanted to include some relative pieces of jewellery. This article describes the trend of pearl necklaces.

# data[].attributes.attachment_link.readable_text
Browse our curated collection of vintage inspired and vintage reproduction 1920s Great Gatsby jewelry. 1920s Gatsby jewelry was simple but colorful for daywear and an elegant white, crystal, or black for evenings. Long pearl flapper necklaces, large gemstone brooches, bangles and bracelets, and sparkling filigree rings are all icons of the roaring 20s. 1920s earrings were long drops that exposed bare necks. Similarly, 1920s necklaces were single strands of beads or pearls, some with tasseled ends, running over 20 inches long and often tied in a knot. Bracelets were thick cuff gemstones or rounded bangles. Black, red, orange, teal and sage were all popular colors for gems and beads in daywear jewelry.

Add some of this jewelry to your flapper, Downton Abbey or Great Gatsby costume and you will be ready to party like it's the summer of 1922. To learn more about the history of 1920s jewelry, click here.

Don't forget hair accessories too!

1920s Jewelry

# data[].attributes.attachment_link.title
1920s Gatsby Jewelry- Flapper Earrings, Necklaces, Bracelets

# data[].attributes.attachment_link.description
Browse our curated collection of vintage inspired and vintage reproduction 1920s Great Gatsby jewelry. 1920s Gatsby jewelry was simple but colorful for daywear and an elegant white, crystal, or black for evenings. Long pearl flapper necklaces, large gemstone brooches, bangles and bracelets, and sparkling filigree rings are all icons of the roaring 20s.

# data[].attributes.body
I did some research on cars that are used in the film. I knew I wanted to use a vehicle for offline marketing and so I decided to use the original cars from the film in a way to promote the event.

# data[].attributes.attachment_link.readable_text
Cars were an important part of the Jazz Age and of F. Scott Fitzgerald's The Great Gatsby. Fitzgerald mentions only two cars by make in The Great Gatsby - Nick Carraway's Dodge and Gatsby's Rolls-Royce. The rest are left to the reader's imagination.

Jay Gatsby's Rolls-Royce plays a crucial role in the story and is described as having "a rich cream color, bright with nickel, swollen here and there in its monstrous length with triumphant hat-boxes and supper-boxes and tool-boxes, and terraced with a labyrinth of wind-shields that mirrored a dozen suns." Jay Gatsby embodied conspicuous consumption, and a Rolls with flamboyant coachwork in a bright color suited him. The 1928 Rolls-Royce Phantom I Ascot dual-cowl phaeton used in the 1974 production of The Great Gatsby is the perfect embodiment of the Gatsby car-except that it's too new. The novel was published in 1925 and was set in 1922. Imagine this 1922 Rolls-Royce Silver Ghost painted yellow.

Cars of The Great Gatsby

The Cars of American Graffiti

While trying to get established as a bond salesman, narrator Nick Carraway made do with an old Dodge. Dodge was a step above the Ford Model T, with slightly more power and a sturdier build than Ford's flivver. The Dodge would have been dependable transportation for Nick.

Is It Just Us, or Do a Lot of Cars Look Like Stormtroopers These Days?

In a flashback to 1917 Louisville, Jordan Baker remembers seeing Daisy with Gatsby in her roadster. Daisy's family had money, but it's unlikely that teenage Daisy would have had a Packard or Pierce-Arrow roadster. A medium-priced but stylish roadster, such as this 1917 Jordan, would have suited Daisy.

The Cars of "Metropolis"

Tom Buchanan's car is mentioned as a blue coupe. Tom was from old money and had no reason to impress anyone. A Marmon 34 would have been a proper car for Tom. Marmon was an expensive car that combined sport and luxury. Yet the Marmon styling was in quiet good taste. Fitzgerald's first car was a used Marmon, and even though it was troublesome (probably because of abuse from both Scott and his wife Zelda), Fitzgerald seems to have had fond memories of the car. Another choice for Tom would have been a Pierce-Arrow. The Pierce was built to the highest standards and had understated styling. In the brash '20s, conservative Pierce found itself out of step with the times, just as Tom Buchanan was at odds with Jazz Age society.

Jordan Baker didn't have an automobile, but she borrowed a car and left the top down in the rain. Odds are that Jordan didn't mooch a cheap car. A Packard touring car would have suited her well. Packard was America's most successful luxury car of the '20s and would have been popular among Jordan's set.

In the current Great Gatsby production, Gatsby drives what appears to be a 1932 Duesenberg SJ and Tom a 1933 Auburn. The cars are wrong for the period, but they look good on film. Had Gatsby lived long enough, he probably would have driven a Duesenberg SJ.

This is just my take on of the cars in The Great Gatsby. As with any book, readers are free to create their own vision of the story.

What Was The "Uncle Buck" Car?

Cars of The Great Gatsby

What Was the Phantom Thread Car?

Cars of The Great Gatsby

Cars of The Great Gatsby

Written by: Jack Stewart on May 16, 2013. on February 23, 2022.

# data[].attributes.attachment_link.description
Cars were an important part of the Jazz Age and of F. Scott Fitzgerald's The Great Gatsby. Fitzgerald mentions only two cars by make in The Great Gatsby - Nick Carraway's Dodge and Gatsby's Rolls-Royce. The rest are left to the reader's imagination.

# data[].attributes.body
I chose this venue as I think it compliments the glamour and memorability that I wanted the location to have.

# data[].attributes.attachment_link.title
Palazzo Parigi Hotel & Grand Spa - Milan, Italy : The Leading Hotels of the World

# data[].attributes.attachment_link.description
Enjoy your stay and discover all we have to offer at Palazzo Parigi Hotel & Grand Spa in Milan, Italy from The Leading Hotels of the World.

# data[].attributes.headline
Miuccia Prada talks about the designs for The Great Gatsby

# data[].attributes.subject
Miuccia Prada talks about the designs for The Great Gatsby

# data[].attributes.body
“That’s what’s interesting. The point of view can transform things so much. Yes, probably a few [dresses] had that kind of edge, but almost none were meant to be the Twenties when I did them. I was really fascinated by that.”

# data[].attributes.attachment_link.readable_text
One could argue that few fashion items are more intimate than a party dress, particularly when the soiree is fancy and large. No other piece reflects more acutely the thought, planning, emotion - mental torment included - one's sartorial choices can involve.

This story first appeared in the April 30, 2013 issue of WWD. Subscribe Today.

Miuccia Prada's cerebral approach to fashion (along with her spectacular body of work) may have been one reason Baz Luhrmann and costume designer Catherine Martin sought her collaboration on "The Great Gatsby."

"When I read it, it was psychological. It was not about glamour for me," Prada told WWD of her most recent reading of the novel. "It was a real [study of] personality, very internalized."

Luhrmann's much-anticipated film adaptation of the famed tragedy by F. Scott Fitzgerald premieres on Wednesday at Lincoln Center. An exhibit of the Prada-Martin costumes opens tonight at the brand's SoHo flagship and runs through May 12 before heading to Tokyo.

Without the designer's knowledge, Martin used existing Prada and Miu Miu looks for one of the film's tests. These worked so well in capturing Gatsby's tony decadence that Martin asked Prada to participate in the film itself. Unlike Brooks Brothers, which supplied all of the primary men's clothes and 600 background suits, Prada contributed 40 looks for the film's two party scenes.

RELATED STORY: Brooks Brothers to Launch Gatsby Line >>

The two women agreed upon the need to evoke the Twenties, specifically, without getting mired in what Martin calls "historical pedantry." She maintains that rigid adherence to historical minutia can impede the modern audience's appreciation of a story. That said, Martin was quick to defend whatever license was taken. "The reality is that from 1920, I could find a photo or a fashion illustration that would support almost any choice that we've made in the film. But we are not making a documentary. We are trying to express a story in a way in which Fitzgerald's visceral modernity is able to transgress the plane of the screen."

Martin delved again into recent Prada and Miu Miu collections and came away with a trove of possibilities. The fashion designer was "relieved" to have so ample a starting point. These included the "chandelier dress" from Prada spring 2010, which Martin ultimately chose as Daisy's party dress. Unlike the looks shown here, this one has been seen widely in the film's trailer and publicity stills. "It was meant to be about light," Prada said, adding that for the film, "it became about money, because [Luhrmann] wanted to show her as the most beautiful and rich woman on earth."

Asked if she'd been conscious of a recurring Twenties mood in her work, Prada offered a quick denial. "The fact is, I had not," she mused, intrigued by how clothes designed for a sophisticated 21st century clientele could transcend nearly 100 years of time. "That's what's interesting. The point of view can transform things so much. Yes, probably a few [dresses] had that kind of edge, but almost none were meant to be the Twenties when I did them. I was really fascinated by that."
RELATED STORY: The Mystique of Miuccia Prada >>

# data[].attributes.attachment_link.title
Miuccia Prada Goes Roaring Chic for 'The Great Gatsby'

# data[].attributes.attachment_link.description
One could argue that few fashion items are more intimate than a party dress, particularly when the soiree is fancy and large. No other piece reflects more acutely the thought, planning, emotion - mental torment included - one's sartorial choices can involve. This story first appeared in the April 30, 2013 issue of WWD.

# data[].attributes.body
I have decided to base my marketing event on Milan Fashion Week as Prada is a Milanese brand. This website gave me more of an understanding of the week and the events that occur.

# data[].attributes.attachment_link.title
Milan, Italy Fashion Week Events | Eventbrite

# data[].attributes.attachment_link.description
Lining up plans in Milan? Whether you're a local, new in town, or just passing through, you'll be sure to find something on Eventbrite that piques your interest.

# data[].attributes.body
I used this website to find out some more information on Miuccia Prada, the co-founder of Prada. I knew that I wanted to create an event on behalf of her so I thought it was important to have a good understanding on her role within the fashion house.

# data[].attributes.attachment_link.readable_text
Miuccia Prada is the co-chief executive and co-creative director of the Italian handbag and fashion label Prada, and the creative director of Miu Miu. In 2020 the Italian brand announced , who has previously designed for , Christian Dior and Calvin Klein , will be working alongside Miuccia Prada as co-creative director with equal responsibilities for creative decision-making.

The youngest granddaughter of Mario Prada , Miuccia Prada transformed her family's modest leather goods house into one of fashion's ready-to-wear powerhouses. Prada is now the flagship brand of the publicly listed Prada Group, which includes Miu Miu and shoemakers Church's and Car Shoe.

Prada completed a PhD in political science before studying to become a mime artiste, joining the communist party and working at Milan's Piccolo Teatro. She entered the family business in 1978 and eventually began designing for her family's then accessories house in 1985, producing a line of black lightweight backpacks that were an immediate success.

Three years later, with the encouragement of her husband Patrizio Bertelli, Prada debuted her womenswear line in 1988, which she described as "uniforms for the slightly disenfranchised." She would add Miu Miu, a secondary line, in 1993, which now shows in Paris and has become a power brand in its own right. In 1995, Prada released her first menswear line.

New York's Metropolitan Museum of Art opened "An Impossible Conversation," a retrospective of Prada and Italian couturier Elsa Schiaparelli in 2012.

In 2014, the namesake designer stepped down as chairman of the company and joined her husband Patrizio Bertelli as co-chief executive.

Prada has received numerous accolades for her work, including the CFDA International Designer Award in 2004 and the first International Designer of the Year at the 2013 British Fashion Awards. As of 2017, she is listed as the 79th most powerful woman in the world by Forbes. In 2018, the British Fashion Council awarded Miuccia Prada the Outstanding Achievement Award at The Fashion Awards 2018.

# data[].attributes.attachment_link.description
Miuccia Prada is the co-chief executive and co-creative director of the Italian handbag and fashion label Prada, and the creative director of Miu Miu. In 2020 the Italian brand announced , who has previously designed for , Christian Dior and Calvin Klein , will be working alongside Miuccia Prada as co-creative director with equal responsibilities for creative decision-making.

# data[].attributes.body
I did some research in to Anna as I thought she would be an ideal guest for the event. I wanted to ensure I covered icons from all angles of the industry.

# data[].attributes.attachment_link.description
Get the latest on Anna Wintour from Vogue. Find articles, slideshows and more.

# data[].attributes.body
From my own knowledge I knew that Kris Jenner had a huge 1920's themed birthday party. I did some further research to give me some inspiration on an extravagant party that was relevant to this theme.

# data[].attributes.attachment_link.title
Every Gatsby Look From Kris Jenner's 1920's Themed Birthday Party

# data[].attributes.attachment_link.description
Kris Jenner celebrates her 60th birthday with a 1920's Great Gatsby themed party

# data[].attributes.body
Miuccia Prada reveals that she is designing and reworking 40 garments for the 2013 movie of The Great Gatsby.

# data[].attributes.attachment_link.readable_text
ROME

Prada on Monday announced landing what it called a leading role in Baz Luhrmann's "The Great Gatsby," which will feature more than 40 of its cocktail and evening dresses, in a major product placement coup for the Milan fashion house.

Topper Miuccia Prada had previously told fashion mags about her collaboration with Luhrmann and costume designer Catherine Martin on a glittery re-imagining of the femme clothing in F. Scott Fitzgerald's jazz-age classic.

But Monday's statement, which came with sketches of four outfits, seals the product placement deal and kicks off Prada's promotion of Luhrmann's 3D "Gatsby," scheduled for U.S. release on May 10 via Warner Bros.

Prada doesn't plan to launch an extensive media campaign around the film, in return for its appearance, but will offer up select pieces as part of its "Gatsby" inspired line in its stores, and have gowns worn in the film walk the runway of fashion shows as part of its tie-in.

"Baz and Miuccia have always connected on their shared fascination with finding modern ways of releasing classic and historical references from the shackles of the past," the statement said.

The pair first collaborated on Leonardo DiCaprio's chain-mail armor in "Romeo & Juliet" in 1996.

The "Gatsby" outfits are described as "shimmering silk gowns embroidered with crystals and sequins; velvets, furs and dancing fringing; flickering shades of emerald, jade, topaz and gold," inspired by selected runway looks from the company over the last 20 years.

The piece de resistance is a crystal-laden golden party gown worn by Carey Mulligan, who plays Daisy Buchanan, in the pivotal ball sequences at Gatsby's mansion.

Outfits from Prada's edgier Miu Miu label also feature prominently in Luhrmann's pic.

"Our collaboration with Prada recalls the European flair that was emerging amongst the aristocratic East Coast crowds in the 1920s" Martin said.

Last year Miu Miu forged closer film-world ties by producing "The Miu Miu Women's Tales," a series of shorts by Zoe Cassavetes, Lucretia Martel, Giada Colagrande and Massy Tadjedin, which bowed at the Venice Film Festival and is set to become a Lido fixture.

# data[].attributes.attachment_link.description
Prada on Monday announced landing what it called a leading role in Baz Luhrmann's "The Great Gatsby," which will feature more than 40 of its cocktail and evening dresses, in a major product placement coup for the Milan fashion house.

# data[].attributes.body
This video gives an in-depth description and shows examples of garments and accessories worn during this era.

# data[].attributes.body
This film trailer gives a quick summary of the vibe and concept of the movie. It shows the aesthetic, trends and lifestyle during the 'Roaring Twenties'.