While much of the luxury industry faces a slowdown, Prada Group is shining brightly thanks to Miu Miu’s explosive popularity among young, affluent shoppers.
With shares up 14% this year—double the gains of LVMH and other competitors—Prada is proving its resilience in an uncertain market. The real star? Miu Miu, which delivered an astonishing 84% surge in Q4 retail sales, driven by Gen Z’s love of its Arcadie handbags and cashmere cardigans. In China, where other luxury brands are faltering, Prada saw retail sales climb 13%, while Japan surged 46%, boosted in part by tourist spending. With this momentum, Prada is setting its sights beyond Miu Miu, reportedly nearing a €1.5 billion acquisition of Versace, a move that would bring the legendary brand back under Italian ownership. Prada’s success makes one thing clear—youth-driven luxury may just be the future of the industry.