The new book, appropriately titled Prada, documents the almost century-long trajectory of this is versatile brand. Conceived and edited by Miuccia Prada and Patrizio Bertelli, in collaboration with Michael Rock and Sung Joong Kim of New York City design firm 2×4 Rock, the plan was to retrace and represent all aspects that have come to define the Prada brand.

Prada opens a window to its world, where innovation and an ongoing dedication to luxury and creativity continues to influence the brand. Readers embrace endless colorful images, video stills from short films, and 3,885 thumbnail collages of the most influential Prada pieces. The 708-page tome is divided into two sections—Inside and Outside. The Inside chapters contain a chronology, documentation, and catalogue raisonné of the fashion house. Readers are rewarded a rare glimpse of the conception process and execution strategy, photo essays by renowned photographer Brigitte Lacombe, and an overview of every collection designed by Miuccia Prada. The Outside half of the book looks at Prada beyond the walls: the public phenomenon that includes architecture, events, parties, exhibitions, films, and even an America’s Cup challenge. The book concludes with a detailed proposal for a new museum designed by Rem Koolhaas, now underway in the industrial outskirts of Milan.

Launched in the historic shop Galleria Vittorio Emanuele II in Milan, and later in the fashion hotspots of New York, Los Angeles, and Tokyo, Prada became available to the public in November 2009 for $125 at Prada stores around the world, as well as at select bookstores and at Prada.com.