MILAN — Expect a new location for the Miu Miu fashion show to be held in Paris on March 9.
This story first appeared in the February 16, 2011 issue of WWD. Subscribe Today.
In a unique development, parent company Prada Group has signed an agreement with France’s Economic and Social Council for the use of the Palais d’Iéna in the French capital. The Miu Miu show is only the first of a series of events expected to take place in the building, which houses the institution’s headquarters.
Under the agreement, Prada will be able to use the location for cultural, artistic or fashion events, with the money it pays for the facility being used to contribute to the preservation of the building.
The Palais d’Iéna, built between 1936 and 1946 in the central Place d’Iéna and designed by architect Auguste Perret, was originally commissioned to house a Museum of Public Works. For this reason, the concrete building features large open exhibition spaces. The palais has been the seat of the CESE since 1959 but this is the first time the group has granted the use of the building for activities unrelated to its mission.
In a statement, CESE president Jean-Paul Delevoye said he hoped the palais “will become a ‘home for citizens;’ a place where talks, events, meetings and culture, as well as the variety and the multitude of human activities, can find ample space.”
He added, “The Prada Group has always identified in the different aspects of culture, one of the core elements of its activity, committing to projects and initiatives where architecture, art and cinema have a central role.”
Prada first showed its younger Miu Miu line during Paris Fashion Week in March 2006 at the La Perouse restaurant. The move also signalled designer Miuccia Prada’s intensified focus on the brand and helped distance Miu Miu from the signature collection with its own distinct identity. The line was later shown in a private mansion in Avenue Foch.
Launched in 1992 and named after Miuccia Prada’s nickname, the label has a history of globe-trotting and moved its show to the U.S. for three seasons starting in 1994. Miu Miu showed once in London in 1997 before returning again to Milan and then going on to Paris.