Prada’s 1913 Satiro Bag: A Century of Satyrs and Sales
A 1913 purse with a satyr has become the centerpiece of Prada’s new museum.
The story
Prada opens a permanent exhibition in Milan detailing its history, legacy, and innovations, including archival items, collaborations, and new projects like a NASA space suit. The exhibit spans multiple floors and includes VIP areas.
Source: wwd.com
Our reading
Prada has turned its Milan flagship into a museum, but the real exhibit is the way it’s managed to make a 113-year-old luggage store feel like a high-concept art installation. The brand’s CEO, Andrea Guerra, says the exhibit is about ‘roots for the future,’ which is just fashion speak for ‘we’re still here, and we’re still expensive.’ The highlight? A 1913 Satiro bag, which is basically a 100-year-old purse with a satyr on it. It’s the kind of detail that makes you wonder if the Prada family has been hiding a secret obsession with Greek mythology since day one. And yet, they’re still selling it. Because if you’ve got a satyr, you might as well monetize it.
