Prada’s New CEO: Andrea Guerra Steps In

Prada's Power Shift: Andrea Guerra, the Bertelli Legacy & What’s Next for the Luxury House

In 2023, the iconic Italian luxury brand Prada initiated one of the most significant leadership transitions in its modern history. For the first time, the day-to-day operational control of the multi-billion-euro business shifted from its founding family into the hands of an outside executive. Andrea Guerra was appointed CEO of Prada Group, succeeding long-time leader Patrizio Bertelli. This carefully orchestrated move marks the beginning of a succession plan designed to ultimately pass leadership to Bertelli’s son, Lorenzo Bertelli—but not before Guerra charts a stable and strategically advanced path forward for one of fashion’s most influential empires.

A Strategic Power Move in a Shifting Luxury Sector

For decades, Prada has stood as a pillar of Italian luxury. From its distinctive minimalist fashion to its profound cultural relevance, the brand—famously helmed by Miuccia Prada (Mario Prada's granddaughter) and her husband Patrizio Bertelli—has operated with a creative and entrepreneurial spirit, akin to a dynasty. The appointment of Andrea Guerra, a seasoned veteran from giants like Luxottica, Eataly, and LVMH, signals a dramatic yet thoughtful evolution for the company.

Who is Andrea Guerra and why was he chosen?

Andrea Guerra brings over 30 years of extensive corporate expertise to Prada. His distinguished career includes a decade as CEO of Luxottica, where he nearly tripled sales and significantly boosted the company's stock value, demonstrating a strong track record in scaling global brands and optimizing operations. He also served as executive chairman of the high-end Italian food retailer Eataly and led LVMH's hospitality division. This background makes him uniquely suited to professionalize Prada's global operations, enhance efficiency across its various divisions, and bolster its digital infrastructure, all while meticulously preserving the brand's artistic integrity and unique identity.

The decision to bring in an external CEO like Guerra was about more than just finding a leader; it was about strategic timing in a luxury industry experiencing rapid flux. The sector is navigating evolving consumer demographics, particularly the rising influence of Gen Z and Millennials, the accelerating shift to e-commerce, increasing demands for sustainability, and intense competition from powerful conglomerates. Prada's revenues had surged in recent quarters, and the brand was more globally resonant than ever, making it the opportune moment to introduce an executive with proven global scale experience and a firm hand to guide it into this next complex phase. Patrizio Bertelli and Miuccia Prada articulated that this was a "fundamental step" to contribute further to the evolution of the Prada Group and "ease the succession of Lorenzo Bertelli, the future leader of the group."

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Patrizio Bertelli

Who Owns Prada Group Now? Is it Still Family-Owned?

Yes, Prada remains majority-owned by the Bertelli-Prada family. They retain a controlling interest via their Hong Kong-listed entity, Prada S.p.A. While Andrea Guerra is the acting CEO, he is effectively steering the ship during a crucial transitional period. His role is to prepare the groundwork until Lorenzo Bertelli, the son of Miuccia Prada and Patrizio Bertelli, is ready to assume full control.

Lorenzo, currently the Group Head of Corporate Social Responsibility and Marketing, is developing under a proven executive, a model increasingly seen as a modern succession strategy within the luxury world. This strategic move also signals Prada's growing emphasis on critical contemporary issues such as ESG (Environmental, Social, and Governance) initiatives, sustainable fashion, and data-driven marketing—key areas Lorenzo is already spearheading. For example, Lorenzo Bertelli has been instrumental in the Prada Re-Nylon project, a challenging initiative aimed at converting Prada's iconic nylon products to 100% regenerated nylon by the end of 2021. He also played a key role in developing the "Sea Beyond" project, a collaboration with UNESCO focused on ocean literacy and sustainability education for younger generations, which has reached over 35,000 students.

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Lorenzo Betelli

Guerra's Early Wins and Future Focus

Since taking the helm, Guerra has made significant strategic moves, aligning Prada for continued growth and resilience:

Investment in Production: Prada has invested over €60 million in expanding its "Made-in-Italy" production capabilities, particularly in high-demand categories like knitwear and leather goods. This strengthens its supply chain and commitment to artisanal craftsmanship.
Operational Efficiency & Brand Identity: The focus has largely been on reinforcing Prada's core brand identity and enhancing operational efficiency, rather than engaging in a flurry of disparate acquisitions.
Strong Revenue Growth: The group has delivered double-digit revenue growth in 2024 and Q1 2025, a performance significantly buoyed by the explosion of interest in Miu Miu, Prada’s youth-driven label, which saw a remarkable 93% retail growth in 2024.
Leadership Restructuring: Guerra has been overseeing key leadership changes, including filling the vacancy left by former Prada brand CEO Gianfranco D’Attis, who departed in early 2025. D'Attis's exit, confirmed by mutual agreement, came amidst a period where the flagship Prada brand saw more modest growth compared to Miu Miu's meteoric rise. While not explicitly part of the initial succession plan, this departure appears to be a strategic consolidation of leadership, with Guerra temporarily assuming the brand CEO responsibilities to ensure tighter strategic control and operational clarity. For more details on the implications of this shift, you can read about the Prada CEO Shake-Up: What Gianfranco D’Attis’ Exit Really Means for the Luxury Giant.
Bold Multi-Brand Strategy with Versace: Notably, Guerra is managing the high-profile acquisition of Versace, a €1.25 billion deal finalized in April 2025. This acquisition marks a significant strategic pivot, preparing the group for a multi-brand luxury strategy. While Prada is known for its minimalist elegance, Versace brings a complementary maximalist aesthetic and strong celebrity following, expanding Prada Group's market reach and appeal, particularly to younger consumers. This bold move positions Prada Group to compete more directly with conglomerates like LVMH and Kering.

Guerra’s overarching focus has been on keeping Prada agile and relevant in a hyper-competitive luxury landscape, while ensuring a robust operational backbone to support future expansion and the eventual leadership transition.

A New Era for an Italian Icon

Prada’s shift to corporate leadership might sound like a classic brand going mainstream, but that’s not entirely accurate. Under Andrea Guerra, the brand is evolving without losing its distinctive DNA. It remains proudly Italian, creatively fearless, and fundamentally family-led in spirit. However, it now benefits from intensified professional muscle behind the scenes, equipped to navigate the complexities of global luxury.

In the next few years, Andrea Guerra’s mission is clear: to scale Prada into an even more global, technologically advanced, and sustainable luxury powerhouse, all while meticulously preparing the brand for its next generational leader. With Guerra at the helm and Lorenzo Bertelli waiting in the wings, Prada’s future appears strategically poised for sustained growth, rather than precarious.