Not only the Devil wears Prada!

23 May '07

2 min read

Leading fashion retailer Callaghan hosted the launch of the arrival of Prada. A first for South African ladies fashion, the linea Rossa range was unveiled to a host of enthusiastic shoppers waiting to be the very first to purchase the exquisite pieces personally chosen by owner and fashion doyenne, Shirley Tamaris.

Shirley tirelessly travels the world searching for the best fashion and accessories and was pleased to announce the arrival of the leisure wear line to her two stores in Cavendish; Cape Town and Hyde Park; Johannesburg. With over forty years experience in ladies fashion, Shirley describes her stores as carrying “affordable luxury”.

Selling such world renowned lines as Diane von Furstenberg, Chloë, Cacheral and Nicole Farhi, Prada was an obvious addition to Callaghan's current fabulous line-up.

The company, originally known in Italy as "Prada Brothers", was founded in 1913 by Mario Prada in Milan. In 1978, Mario's granddaughter Miuccia Prada inherited what was still a leather goods business from her mother, and led the company's expansion into couture. It was followed by the Prada Sport line, 'Linea Rossa'.

In 1993 Prada won a Council of Fashion Designers of America International Award for accessories and currently Prada is considered one of the most influential clothes designers in the fashion industry. Among the fashion elite, Prada represents the pinnacle of intellectual, high-concept fashion and has been heightened to fame by American Vogue editor Anna Wintour, who is an avid supporter of Prada.