{"product_id":"prada-in-the-nineties","title":"Prada in the Nineties","description":"\u003cp\u003e\u003cb\u003eA fascinating look at fashion label Prada in its most iconic and foundational decade – the nineties.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eNylon backpacks, ugly chic, celebrities, 'intellectual fashion' – welcome to \u003ci\u003ePrada in the Nineties\u003c\/i\u003e, the decade when the Italian label redefined fashion. This fully illustrated guide examines the Italian fashion label in its transformative era, looking at the collections, the advertising, the impact and the story of the label.\u003c\/p\u003e\u003cp\u003eWhether you are a fashion devotee, or you simply know Prada as what \u003ci\u003ethe devil wears\u003c\/i\u003e, the label has transcended beyond high fashion, and become part of contemporary culture, as people track down its clothes on resale websites and obsessively discuss new collections. And while Prada is not the only designer label that has achieved this feat, it may be the only one to have done so while making clothes that are often described as 'intellectual'.\u003c\/p\u003e\u003cp\u003eTaking the leather-goods company founded by her grandfather in 1913, and turning it into one of the biggest fashion companies in the world, Miuccia Prada has achieved an outstanding feat, having only launched her first womenswear collection in 1988. And in the nineties, she would come to hit an unprecedented stride, with clothes that captured precisely the zeitgeist; that went against all other trends, bucked the norms of good taste, of beauty, of propriety, but also elevated a new kind of womanhood and a new kind of femininity that could live in tension with itself, that could be – and was – filled with contradictions. Indeed, one Prada dress, worn by Uma Thurman at the 1995 Academy Awards, is so famous it has its own Wikipedia page. \u003c\/p\u003e\u003cp\u003eWritten by \u003ci\u003eHarper's Bazaar\u003c\/i\u003e journalist and Prada obsessive Laia Garcia-Furtado, and illustrated by fashion stylist and artist Rachel Song, \u003ci\u003ePrada in the Nineties\u003c\/i\u003e is the story of this decade, this label, and the must-have for the fashion fan in your life.\u003c\/p\u003e\u003cp\u003eThis is the first in a series, with the next titles being \u003ci\u003eVersace in the Eighties\u003c\/i\u003e and \u003ci\u003eSchiaparelli in the Thirties\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003eWord count: 40,000\u003c\/p\u003e","brand":"Batsford","offers":[{"title":"Default Product","offer_id":57298046746968,"sku":"9781837330782","price":21.99,"currency_code":"EUR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781837330782.jpg?v=1778838372","url":"https:\/\/agendabookshop.com\/products\/prada-in-the-nineties","provider":"Agenda Bookshop","version":"1.0","type":"link"}