Focus On: Prada Linea Rossa
Prada is a brand name with instant connotations of history, class and excellence in the fashion industry. The label has grown to become one of the world’s most prominent luxury fashion brands, specializing in leather, accessories, shoes, perfumes and sunglasses.
Their sunglasses range is instantly recognized by the recurring red line which appears as a mark of quality on all of their frames. Their partnership with major Italian eye wear company Luxottica for over ten years has produced a string of popular lines, the latest in this collection is the Linea Rossa, with five varieties of frames available.
Set up in 1913 by Mario Prada in Italy, now, granddaughter Miuccia Prada is in charge of the label- the third generation of the family business. It is since her induction to the brand that it has really made significant international expansion, which also now includes a Prada group comprising of other sibling brands such as her own Miu Miu.
After entering an affiliation with Luxottica for their eye wear range back in 2003, Prada created an all-Italian partnership which would use their strong brand prestige and style, combined with the Luxottica group’s expertise in the field, to successfully expand their portfolio of products and create a popular eye wear range.
Prada Linea Rossa was introduced in 1997- then known simply as the sport range- and complimented the growing range of lifestyle products on offer. Primarily designed as a sporting lifestyle product for sailing, skiing and auto racing, they all fitted the bill as a leisurely pastime targeted by the emerging lifestyle designers. The traditions and creative nature of the Italian brand combined with a wealth of research resulted in greater products in terms of style, quality and technical infrastructure.
Identified by their red line for authenticity, this series of models now continues to develop glasses which are specifically designed for leisure. As such it now represents a combination of both the active and leisurely sides of a consumer’s lifestyle.
The frames in the Linea Rossa range are constructed from acetate material and equally have an acetate lens which offers 100% UV protection and comes in different tints, colours and mirrored effects. Embossed with rubber on the nose and temples, it ensures a non-slip quality which is ideal for runners or sports competitors. The construction is robust and versatile, even maintaining its stylish appeal with signature brand logos and designs. This diverse approach opens up the opportunity to wear these glasses for a number of different occasions and with a countless number of ensembles. Not only is this a frame which transcends many 2014 styles, it is a frame which is effective for use in a sporting environment.
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