november-2010

Home-made heroes?
Prada embraces international artisans, while the European Union
wants mandatory ‘made in’ labels for imported goods
BUSINESS \\\
The best of both
worlds: Prada
branches out
Prada is introducing country-of-origin labels to its clothes, taking into account where the
garment has been manufactured and from where “it has been inspired”. Miuccia Prada, the
creative force behind the high-end Milanese fashion house, told the International Herald
Tribune that the move is about “taking away the hypocrisy” of the idea that everything is
made in Italy. Although she insists that 85% of the brand’s goods are made in Italian
factories, the designer proclaims that tapping into international artisans ns is OK OK, too.
The company has just launched Made in Scotland (tartan wool kilts from worksho workshops
that specialise in centuries-old manufacturing techniques); Made in India
(handmade Chikan embroidery); Made in Japan (jeans ns produced by y denim d
manufacturer Dova); and Made in Peru (alpaca wool knitwear). “It’ “It’s t’s
something I’ve been thinking about for a long time and there are
re many
different aspects,” says Miuccia. “Made in Italy – who ho cares? It’s IIt’s
not a brand strength if you have to defend your work. k. You ha have
to embrace the world if you want to live in it now.”
Prada is nothing if not on trend: days after the
announcement, the EU moved closer to new rules
to protect its manufacturers from cheap Asian
imports. Imported shoes, clothes, leather,
furniture and ceramics will have to carry a label el
that shows where they were made when sold in
the EU, according to a committee vote by the
European Parliament. Italy, Spain and Portugal have e long
g
pushed for mandatory ‘made in’ labels, which they hope ope will
act as a brake on growing low-cost imports, whether r Chinese
furniture, Indian clothes or Vietnamese shoes. Opposing osing them are
Sweden and Britain, who fret about red tape and falling lling profits.
Brussels Airlines b.there! magazine November 2010 10 63