Iconic Italian brand Prada snubs Milan for Paris as designer boss Miuccia says Italy is losing its glamour
18:44 GMT, 30 July 2012
Italian fashion designer Miuccia Prada has revealed that she believes Italy is losing its glamour as she discusses her decision to show her label's next collection at Paris instead of Milan.
The head of iconic Italian brand Prada says she is worried that Italian fashion may become ‘second league’ and is wary of foreign investors buying into luxury brands.
‘With the sale of our luxury labels to foreigners, our entire system risks falling into second league,’ she said in a rare interview with Italian newspaper La Repubblica.
Concerned: Italian designer Miuccia Prada says she believes Italy is losing its glamour
‘Because if our brands cross our borders, the credit, glamour, fame and decision making is in the hands of others, and we are abandoned, downgraded.’
The 63-year-old’s comments come after luxury Italian fashion house Valentino was bought by the Qatar royal family for 476m.
Miuccia says she believes her country is unrivalled when it comes to fashion production, but she believes that the ‘Made In Italy’ reputation is no longer enough to sustain the industry.
She also warns that luxury labels are
leaving Milan and admits that she has chosen to preview her latest Miu
Miu collection in the French capital because she is ‘looking for that
attraction that is called glamour’.
Iconic brand: Carey Mulligan (left) and Gwyneth Paltrow in Prada at the MET Costume Institute Benefit celebrating the opening of 'Schiaparelli and Prada: Impossible Conversations' exhibition in May
‘Fashion goes elsewhere, looking for the best,’ she adds.
The outspoken designer, who is the youngest granddaughter of Prada founder Mario Prada, blames the Italian press for the problems, saying that the country’s newspapers aren’t supportive of the fashion industry, treating it in a ‘frivolous’ manner and not recognising how much employment and money it generates.
‘We live in a weak cultural world, we are a country that has never wanted or known how to protect and promote its immense landscape and artistic patrimony,’ she added.
'Fashion goes elsewhere': Miuccia has chosen to preview her latest Miu Miu collection in Paris because she is looking for that attraction that is called glamour'
Miuccia, who has a Ph.D in political science, is worried that outsiders consider Italy to have, ‘less resources, culture, protagonists, ideas, vitality and money’.
The designer was honoured at the Costume Institute at New York’s Metropolitan Museum of Art earlier this year, in a retrospective that paired her with the late iconoclast Elsa Schiaparelli.
Celebrities who came out to support her included Rihanna, Gwyneth Paltrow, Beyonce and Carey Mulligan.