The brand struggled through the late 2000s and early to mid 2010s, which included a failed initial public offering on the Hong Kong Stock Exchange, though began a resurgence in popularity entering into the 2020s.

Alongside these handcrafted leather goods, Prada also sold travel accessories,[10] as well as beauty cases, jewelry, luxury items, and rare objects.

[11] Mario Prada opens an exclusive store in Milan’s prestigious Galleria Vittorio Emanuele II that sells leather bags, trunks, beauty cases, jewels, luxury accessories, and rare objects.

That same year, the house of Prada began expansion across continental Europe and the United States by opening locations in prominent shopping districts within Florence, Paris, Madrid, and New York City.

[citation needed] Patrizio di Marco took charge of the growing business in the United States after working for the house in Asia.

Prada's continued success was attributed to its "working-class" theme which, Ginia Bellafante at The New York Times Magazine proclaimed, "was becoming chic in the high-tech, IPO-driven early 1990s."

Jil Sander was sold to the private equity firm Change Capital Partners, which was headed by Luc Vandevelde, the chairman of Carrefour, while the Helmut Lang label is now owned by Japanese fashion company Link Theory.

[42] In July 2016, Prada began selling its clothing online through Net-a-Porter and Mytheresa in response to changing consumer preferences and the need to reach a wider audience.

Prada has also featured many actors as models in their menswear shows and campaigns, including Gary Oldman, Adrien Brody, Emile Hirsch[53] and Norman Reedus.

[55] Prada has commissioned architects, most notably Rem Koolhaas and Herzog & de Meuron, to design flagship stores in various locations.

[56] 1919 – Prada was appointed Official Supplier to the Italian Royal Household; as such, it incorporated the House of Savoy's coat of arms and knotted rope design into its logo.

2009 – A new store focussing on the Prada Made to Order collection opened on Corso Venezia, Milan, designed by architect Robert Baciocchi.

[87] Anna Wintour, editor-in-chief of American Vogue and the supposed inspiration for Meryl Streep's character, wore Prada to the film's premiere.

[91] An art installation by Carsten Höller that takes the form of a three-story metal slide leads from Miuccia Prada's office to the interior courtyard.

[92] Completed in 2002, Prada's New York City Headquarters open, located in a former Times Square piano factory renovated by the Herzog & de Meuron architecture firm.

[97] In 2014, an exhibition called "Pradasphere" bowed in London's Harrods and Hong Kong's Central Ferry Pier 4, highlighting the Prada universe.

Located in a former distillery redesigned by Rem Koolhaas's OMA group, it hosts a permanent collection of site-specific art as well as galleries of rotating exhibits.

[102] Patrizio Bertelli's passion for sailing led Prada to form Team Luna Rossa in 1997 in order to participate in the America's Cup.

[57] On 28 September 2017 it was announced by the Royal New Zealand Yacht Squadron[103] that Prada will be the hosting sponsor of Challenger Selection Series at the 2021 America's Cup, superseding the role of Louis Vuitton started in 1983.

[110] Also in December 2023, Prada unveiled its engagement to the UN’s Global Compact (UNGC) initiative which reflected its commitment to work according guiding principles relating to human rights, the environment, labour and anti-corruption.

[111] In January 2024, Prada announced its new partnership with the international non-profit organization Bibliothèques Sans Frontières involves the creation of a resource space dedicated to the seabed.

[112] Prada Female Discrimination Case was the first women's rights lawsuit and movement of luxury fashion industry that appeared in the global media in 2010.

"[117][118][119][120] In May 2011, the Feminists rallied outside the Tsim She Tsui branch of Prada, calling on the Hong Kong exchange to veto the brand's initial public offering (IPO).

[121] In May 2012, a Labour Network Monitoring Asian Transnational Corporations issued a letter against LVMH Group on appointing Sebastian Suhl as COO of Givenchy while he was in the case of sexual harassment in Japan and Luxembourg.

[124] The committee, without mentioning Bovrisse, did issue a report to the Japanese Government urging them to enact regulations that would make sexual harassment in the workplace illegal.

[130] The Clean Clothes Campaign, a labor rights organization based in Europe, has called on Prada to ensure that freedom of association is respected at the factory.

[133] In February 2015, a report in The New York Times by Charles Curkin was published about the use of ostrich leather by luxury fashion brands and the brutal methods by which it is removed from the flightless birds.

It was based on a months-long investigation conducted by PETA and namechecked Prada as one of fashion's key brands dealing in products made from ostrich skin.

"[135] In response to the incident, Prada assembled a diversity and inclusion advisory council co-chaired by Ava DuVernay and Theaster Gates.

[136] As of 2014[update], Prada was being investigated by Italian prosecutors for possible tax evasion after the luxury-goods company disclosed undeclared taxable income.