{"title":"Prada","description":"\u003cdiv class=\"wb-brand-intro\"\u003e\n\u003cp class=\"wb-brand-intro__lead\"\u003eIntellect, material innovation, and Milanese luxury.\u003c\/p\u003e\n\u003cdetails class=\"wb-brand-story\"\u003e\u003csummary\u003eDiscover the story\u003c\/summary\u003e\u003cdiv class=\"wb-brand-story__content\"\u003e\n\u003cp\u003ePrada was founded in Milan in 1913 by Mario Prada as a travel goods and leather goods store. The modern transformation of the house came with Miuccia Prada, who took over the family business in the late 1970s.\u003c\/p\u003e\n\u003cp\u003eThe use of black industrial nylon in bags and backpacks changed the perception of which materials could be part of luxury and defined an aesthetic based on the tension between beauty, utility, and ideas.\u003c\/p\u003e\n\u003cp\u003ePrada remains one of the most influential houses thanks to its ability to turn what is seemingly uncomfortable, everyday, or intellectual into a new code of desire.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/details\u003e\n\u003c\/div\u003e","products":[],"url":"https:\/\/winabrand.com\/en\/collections\/prada.oembed","provider":"WINABRAND","version":"1.0","type":"link"}