Prada’s drive towards sustainability via ocean literacy, with Lorenzo Bertelli – son of fashion legends Miuccia Prada and Patrizio Bertelli – at the helm

Oct 31 , 2024

Lorenzo Bertelli, son of Miuccia Prada, talks about the brand’s commitment to sustainability and educating future generations about the environment. Photos: Handout

Fashion

Former racing driver Lorenzo Bertelli champions sustainability through ocean awareness, promoting recycled Re-Nylon and shaping future consumer behaviour

Prada scion Lorenzo Bertelli has been at the family company since 2017, and while he has kept a low profile, the former racing driver has brought major change to the house that his great-grandfather founded in 1913 and that his parents have transformed into a global powerhouse over the last four decades.

The son of designer Miuccia Prada and Patrizio Bertelli, who is now chairman of the board, Lorenzo is chief marketing officer and head of corporate social responsibility at the Prada Group, which besides its flagship label also includes sister brand Miu Miu, shoemakers Church’s and Car Shoe, and patisserie Marchesi 1824.

When he first joined as head of digital communication, the younger Bertelli set out to develop a strong digital media strategy while helping integrate online and offline channels. He also spearheaded the brand’s sustainability initiatives, which before his arrival were not as prominent, or at least not communicated to the outside world in an effective way.

Hard to measure and often bandied about by companies without any concrete actions to back it up, the concept of sustainability is a fraught one, which is why Bertelli decided to champion an issue that he felt truly reflected the values of Prada and could be translated into a product that was actually more sustainable.

Prada leather-goods factory in Valvigna, Tuscany

The sea has always been an important part of Bertelli and his family’s life. Prada is a long-time sponsor of Luna Rossa, the Italian sailing boat that competes in the America’s Cup. This was partly how the idea of “ocean literacy” germinated, the term referring to education on the importance of the ocean and how to protect it.

“As someone who has always been very sensitive to environmental issues because of things that I learned while growing up, I realised that when you’re young, you’re really affected by certain things and they stay with you forever and end up defining you,” says Bertelli when we meet him at one of Prada group’s offices in Milan on the day after Prada’s spring/summer 2025 show during Milan Fashion Week. “The idea of ocean literacy is something that triggers emotions, especially when you target young people.”

Bertelli believes that through its Sea Beyond project, a collaboration with Unesco that has so far reached more than 35,000 students, the company can help change the mindset of future generations and shape the way they will behave for years to come.

The Prada family is extremely private, especially compared to other fashion dynasties. Lorenzo, who recently became a father, rarely speaks to the media, but while reserved, he is passionate and can hold forth about the intricacies of global supply chains, traceability and transparency with the confidence of someone who has clearly done his homework.

Self-effacing about the contributions he has made, Bertelli is responsible for one of the biggest changes at the label in recent years.