Prada Captures the Zeitgeist for All Things ‘90s

In the Sam Smith and Kim Petras Billboard Hot 100 No. 1 song, “Unholy,” alongside mentions of Balenciaga and Fendi, another luxury label gets a namecheck: Prada.

For the past seven years, Kering SA’s Gucci has dominated the music and handbag hit parades. But Prada — and sister brand Miu Miu — are now creeping back into popular consciousness. The Italian luxury group seems to finally be turning its fortunes around, thanks in part to its popularity with Gen Z.