Since 1913, Prada has been synonymous with cutting-edge style. Its intellectual universe combines concept, structure and image through codes that go beyond trends. Its fashion transcends products, translating conceptuality into a universe that has become a benchmark to those who dare to challenge conventions focusing on experimentation. Through an innovative approach, which draws inspiration from an unconventional analysis of society, Prada elaborates codes that transcend trends. Style statements born from the passionate examination of disciplines that are, at times, apparently far from fashion, such as art, film and photography, resulting in creations that reinterpret reality from unusual perspectives. The aesthetic codes of the brand, free from conceptual foreclosures and the stringent cond of stylistic cohesion, have influenced generations of creatives with posters of cultural emancipation that weave the broader spheres of life. Prada fashion extends beyond products: it is the transposition of ideas and ideals on clothes and accessories, which become instruments of audacious self-expression. Prada is an expression of the society, it changes, Prada evolves accordingly. The simple and the classic are deliberately distorted and re-examined, in the constant search for new perspectives. An avant-garde laboratory that makes its value and its cultural instinct and propensity.