Named after Ms. Miuccia Prada, our President and stylist, Miu Miu was created in 1993 as a brand with an autonomous identity from Prada and has since evolved into one of the leading high fashion brands in the world. Miu Miu is characterized by its avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom and intimacy with attention to detail and high quality. Miu Miu targets women driven by a modern spirit of exploration and experimentation in their fashion choices. Our Group has made major efforts since 2005 to enhance Miu Miu brand’s independent identity.
For example, Miu Miu’s store concept was dramatically autonomous with a stronger contrast between classic materials and futuristic elements to reinforce a consistent spirit of Miu Miu’s modern luxury and sensual style. We moved Miu Miu’s commercial headquarters into an historic building in Milan separate from Prada’s offices, and also moved Miu Miu’s fashion shows from Milan to Paris, which we believe align better with Miu Miu’s brand. The men’s collection was eliminated from the brand to focus on developing Miu Miu’s unique image, and we began to expand Miu Miu’s DOS network at a faster rate than our other brands. We believe we have successfully re-positioned Miu Miu as a prominent brand as we envisaged.