Prada, SpA is an Italian fashion company (also known as a "label" or "house") with retail outlets worldwide. The company, originaly known in Italian as Fratelli Prada ("Prada Brothers"), was founded in 1913 by Mario Prada. In 1978 , Mario's granddaughter Miuccia Prada inherited what was still a leather goods business from her mother, and led the company's expansion into couture . In addition to the original Prada line, the company introduced the Miu Miu collection, a lower-priced line aimed at a younger audience, in 1992 . The Miu Miu line, which shares Miuccia Prada's nickname, emphasizes earthy colors and a less haute couture look, evoking an overall more bohemian style. In its advertising campaigns, waif-like models in "home photo" poses further the look. Miu Miu clothing is often simple, and evokes a continual image of high-end vintage items. It was followed by the Prada Sport collection, which featured tennis shoes. Prada won a Council of Fashion Designers of America International Award for accessories in 1993. The Prada brand characterises top-quality products that combine an innovative approach witha strong craftsmanship tradition. The Prada brand is synonymous of a style which has always anticipated, and often oriented, new trends in all fields. This has unanimously been recognised both by the market and by the most qualified observers. Pradaâ??s approach is that top-quality is the starting point, and applies to each single step of the process, from the design to the choice of materials, from the production to the retail concepts, from the advertising campaigns to the communication strategies. This creates a "value-chain" that generates the "total quality". This attention never becomes ostentatious, but rather is expressed in careful details that make Prada branded products so unique and desirable. Sophisticated and elegant, the Prada products are identified by a very strong personality and an unmistakable style. We find these same characteristics in Prada's optical eyewear collection, which has been supplemented by several new sun models and a new sports model, identified by the unmistakable Prada red stripe.