The Prada company, originally known in Italian as Fratelli Prada ("Prada Brothers"), was founded in 1913 by Mario Prada. Prada's rise to fashion fame started in the early 1990s.  Prada became a leading force in fashion and never looked back. 

Luxurious fabrics and simple styles, mostly in blacks, browns, grays, greens, and creams, became the signature Prada look. The name was known for thick, square glasses and garish colors which was called "Prada Ugly." Think of Prada as the intellectual approach to fashion. 

Prada won a Council of Fashion Designers of America International Award for accessories in 1993. Accessories included skinny leather belts, elegant high heeled shoes, and of course, the classic handbag. 

Miuccia Prada, Mario's granddaughter, had been making black waterproof backpacks since 1970, out of a nylon fabric called “Pocone”. She unveiled the classic Prada handbag - simple, sleek, black nylon – in 1985 and became an overnight sensation. The bag was functional and sturdy, practical and fashionable. The high price tag that accompanied the handbags caused an onslaught of designer knock-offs, which only helped to make the genuine Prada articles more in demand. 

Prada remains the pinnacle of contemporary fashion. Vogue Editor-in-Chief Anna Wintour ( the alleged inspiration for "The Devil Wears Prada") is said to have told Miuccia Prada that she was "the only reason anyone comes to Milan" for runway shows. Quite a compliment indeed. 

Today Prada continues to shine and their overwhelming bulk revenues come from their original heritage of original leather goods and the sales of shoes and handbags. JoyLot.com welcomes you to Prada, fashion for the eyes and mind!