Mario Prada family members from entering into his company. Mario's son harboured no interest in the business, so it was Mario's daughter Luisa Prada who took the helm of Prada as his successor and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978. Mario Prada Mario Prada (born in Milan; died in 1958) was the founder and original designer of the fashion label Prada, a company specializing in many high fashion goods for men and women, including shoes, handbags, luggage, and leather goods. Prada was founded in
History of Italian fashion with Versace, Armani, and Dolce & Gabbana opening up their first boutiques there. Until the 1970s, Italian fashion primarily served the wealthy, similar to "haute couture" in France. In the 1970s and 1980s, Italian fashion started to concentrate on ready-to-wear clothes, such as jeans, sweaters, and miniskirts. Milan had more affordable styles for shoppers, and Florence was no longer considered the fashion capital of Italy. New clothing labels, such as Miu Miu and Geox, started to appear worldwide in the 1990s. Many celebrities, such as Beyoncé, Axl Rose, Elton John, Naomi Campbell, Elizabeth Hurley, Lady Gaga, Victoria Beckham, Madonna, Britney