The son of Prada co-chief executives Miuccia Prada and Patrizio Bertelli , Lorenzo Bertelli retired from his career as a race car driver to join the luxury group and head up its marketing and communications in September 2017.
The role positions him as a possible successor to the husband-and-wife duo, who own about 80 percent of Hong Kong-listed Prada. Bertelli’s appointment helped quell rumours of a possible sale and changes in ownership structure in the near term.
Tasked with improving Prada’s digital strategy and sustainability efforts, Bertelli has spearheaded the group’s goal to phase out virgin nylon by 2021. One of his first moves at the group was the agreement to roll out Adobe solutions across the group’s global retail network to help integrate offline and online channels. The technology will allow Prada to analyse the interactions between brands and consumers across all online properties, including social networks and the group’s global retail network of over 600 stores worldwide.
Bertelli is also involved in Fondazione Prada’s cultural activities and the sailing Luna Rossa Challenge at the 36th America’s Cup, for which Prada is the sponsor and has created performance wear.