Miu Miu
conquers the Ville Lumière

The fashion house of the group Prada will be the protagonist in this evening of a great happening in Paris with the parade of the croisière 2016 and the launch of the first perfume, created with Coty. All inside the Miu Miu club, ephemeral space set up by Amo at the Palais d’Iéna Miu Miu to conquer Paris.

Today, on the eve of the French week of haute couture (see the article on page II), the brand of the Prada group will be the main actor of a special day. Which will see it as the protagonist on several fronts, It is strong also the growth generated by the brand in the first quarter of the year when, in front of a turnover of the entire group to 828 million (+6%), the brand has posted a strong growth both at current exchange rates (+19%) or at constant exchange rate (+5%). In primis the fashion show of the collection croisière 2016 will greet at the same time, the baptism of the first perfume Miu Miu realized with the Coty group (see MFF of 31th Octorber 2013). Theater of happening will be the Palais d’Iéna, building dating back to 1937 lcoated in the heart of the 15th arrondissement. Which thanks to an intervention of the artist will become a real Miu Miu club, inspired by the tradition of Parisian nightlife and to its intriguing atmosphere (the principal space of the club will be defined by a serious of scaffolding arranged in a ring, to support a raised walkway; under the scaffolding, the lounge rooms will welcome guests for dinner). To animate the soriée, after the gala dinner and the fashion show, a marathon composed by DJ of different sessions curated by Frederic Sanchez, Craig Richards, Seth Troxler and Cassy. But the heart of the exhibited project, designed by the Studio Amo, will be a special powder room where it is possible to discover and test the first fragrance of the brand designed by Miuccia Prada; in the space decorated with toilettes, mirrors, tables and pouf, it is possible to access there through due corridors lined by mirrors-monitor which will show the images of the advertising campaign shot by Steven Meisel with the actress e Stacy Martin as protagonist. To her the task of impersonating the perfume of the brand, a jus studied by Daniela Andrier which enhances the fresh lily with an expected background of earthy Akigalawood. For Miu Miu the launch of the first perfume wil be the real asset of the year and in which it has been expected a strong growth. Especially after a 2014 in which it has seen the brand of the Prada group to close the 12 months with 455 million euro, increased of + 4,4%. To lead the increase were Usa, Middle east and Mainland China with Japan, where the brand is betting in particular way thanks to the opening of a serious important shops. The last on the list is megastore realised by Swiss architects Herzog & de Meuron: a building of 720 square meters in Miyuki street, at the Aoyama district in Tokyo, where now is the Japanese headquarter of the brand. (copyright reserved) Giampietro Baudo (Paris)