MILAN, ITALY - MAY 03:  Massimiliano Gioni, Paris Murray, Cecilia Alemani, Marc Spiegler, Germano Celant and Lorenzo Bertelli attends the Fondazione Prada Opening on May 3, 2015 in Milan, Italy.  (Photo by Stefania D'Alessandro/Getty Images for Fondazione Prada)

While Prada chief Patrizio Bertelli is not looking to retire any time soon, his son Lorenzo has been catching the media’s attention since June. At that time, unveiling Prada’s new industrial complex in Tuscany’s Valvigna, Patrizio, 72, said his son is “acquiring know-how and experience within the company in communications and is preparing to possibly helm the company if he will want to. We’ll see. We don’t have big problems in management.”

That said, Bertelli junior, whose mother is Miuccia Prada, has recently been focusing more on the family’s fashion business and less on his longtime racing passion. In September 2017, Lorenzo was appointed head of digital communication of the luxury company, whose board he joined in 2015.

In November, Prada’s chairman Carlo Mazzi emphasized the relevance of the digital channel for the company and Lorenzo Bertelli’s role. “The fact that a resource, who is so important for us, the son who intends to be part of the company with a long-term and significant involvement, is dedicated to this sector as his first task, is noteworthy because we consider this the most important factor in this moment, but we should not forget that the product is the basis of loyalty.”

Born in Milan on May 10, 1988, after his scientific studies in high school, Lorenzo Bertelli enrolled at University Vita-Salute San Raffaele in Milan, graduating in philosophy in 2008.

After his studies, he started to be interested in the Prada Group activities, and, at the same time, participated at the top world rally championship category WRC (FIA World Rally Championship).

He is also engaged in the development of the group’s food and beverage sector as Prada owns the storied Pasticceria Marchesi pastry shop. He is also involved in Fondazione Prada’s cultural activities and the sailing Luna Rossa Challenge at the 36th America’s Cup.