Prada States after working for the house in Asia. He was successful in having the Prada bags prominently displayed in department stores, so that they could become a hit with fashion editors. Prada's continued success was attributed to its "working-class" theme which, Ginia Bellafante at "The New York Times Magazine" proclaimed, "was becoming chic in the high-tech, IPO-driven early 1990s." Furthermore, now husband and wife, Miuccia and Bertelli led the Prada label on a cautious expansion, making products hard to come by. In 1992, the high fashion brand Miu Miu, named after Miuccia's nickname, launched. Miu Miu catered to younger consumers,
Italian fashion and now is settled in Milan and represents all the highest cultural values of Italian Fashion. This association has pursued a policy of organisational support aimed at the knowledge, promotion and development of fashion through events with a highly intellectual image in Italy and abroad. Examples of major Italian fashion houses focused on both menswear and womenswear, but also accessories, are: Giorgio Armani, Byblos Milano (designed by Manuel Facchini), Bottega Veneta (designed by Tomas Maier), Roberto Cavalli, Costume National, Brunello Cucinelli, Diesel (created by Andreas Melbostad as long as the Black Gold line is concerned), Dolce & Gabbana, Etro, Fay