Miuccia Prada’s intellectual curiosity, her constant pursuit of new ideas, and her unique understanding and interpretation of culture and society underpin Prada Group’s creative process. Her singular vision has made it possible to establish a genuine design culture, based on method and discipline, which guide everyone who contributes to the Group’s creative development. The appointment in 2020 of Raf Simons alongside Miuccia Prada as Creative Co-Director of the Prada brand produced a new creative dynamic, reiterating the importance and power of dialogue and cooperation. Constant experimentation and idea-sharing are the essential components of the design process. The time spent at the drawing board, in the testing room and on research and development, is fundamental to creating each collection.