Prada was founded in 1913 by Mario Prada, grandfather of current creative director Miuccia Prada, in Milan. Italian aristocracy was very fond of its luxury goods, mostly luggage and accessories. When enigmatic 'smiling Miuccia' joined the company in the seventies her avant-garde approach – her first hit was a black nylon rucksack - to fashion helped Prada become a true powerhouse. "My idea is always to avoid nostalgia," Prada says of her modernist designs. "Think the unthinkable, experiment with ugliness, turn an idea around, then make it beautiful. I don’t want to sound like a snob, but it comes very easy to me."