Prada new release is a collection of handbags “Made in India”. They are made by hand using a centuries old weaving technique. Manufactured in small workshops using vegetable dyed goat leather.
Mario Prada, the founder and Miuccia’s grandfather travelled around the world looking for new crafts and materials that couldn’t be found in Italy, to add value and exclusiveness to his designs. At the Prada shops, they give away an amazing catalogue featuring the story of the brand.
Today, this part of the brand history is revisited, designing exclusive collections using local ancient crafts. “Buy local” is a strong trend among “slow food” eaters and people looking for an “eco” lifestyle. Therefore, this seems like a good brand strategy to capture the attention of potential clients aware of social responsibilities.
These “sustainable” clients…
- want to know the origin of what they are wearing.
- if the brand is contributing and involved in the process to preserve the craft.
- they want to know that the money they are paying for this product is going back to the craftsmen community in fair conditions.
- they are not fashion followers, they value “hand-made”, long-lasting, innovative and functional products.
- they like brands that contribute in some way to society.