MIUCCIA PRADA is introducing new “country of origin” labels to her designs – taking into account where exactly the garment has been manufactured and from where it has been inspired.

“It’s taking away the hypocrisy,” explains Prada of the idea which will work to recognise that although 85 per cent of the brand’s goods are made in Italian factories, tapping into international artisans is not something to be ashamed of. So, a dress featuring Chikan embroidery, specific to Muslim India, will be labelled “Prada Milano, Made in India”.

“It’s something I have been thinking about for a long time and there are many different aspects. ‘Made in Italy’ – who cares? It’s not a brand strength if you have to defend your work. Mine is a political statement and it comes from a personal appreciation of originality. You have to embrace the world if you want to live in it now,” she tells the International Herald Tribune.

The first results can be seen in the following projects: “PRADA Made in Scotland”, a collection of tartan wool kilts from the original workshops that specialise in centuries-old manufacturing and weave techniques; “PRADA Made in India”, a collection of entirely handmade garments from the workshops that specialise in the aforementioned Chikan; “PRADA Made in Japan”, a collection of jeans produced by Dova denim manufacturer; and “PRADA Made in Peru”, a collection of alpaca wool knitwear using artisanal techniques.  

Prada’s new move takes the opposite approach to a new law designed to set exact guidelines as to what “Made in Italy” constitutes – currently the entire garment or just part of it.

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