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Prada is using social media to climb back to fashion’s pinnacle after initially missing the online boat. The luxury giant is adjusting to a changing industry without losing its edge, write Stephanie Baker and Robert Williams

21st October, 2018
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Prada ready-to-wear fashion show during Milan Fashion Week spring/summer 2019 Pictures: Getty

As Miuccia Prada made final adjustments to her runway show during Milan Fashion week last month, her husband and co-chief executive, Patrizio Bertelli, famously hands-on in so many aspects of the business, stayed away.

“Even if you know all the ingredients, a good cocktail should be mixed by the person who’s actually in charge,” he said from the calm of the company’s headquarters, whose strict minimalist renovations gave it the white walls and polished concrete...

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