Prada will sell ready-to-wear online in Europe for the first time later this month, launching through Net-a-Porter and Mytheresa.com.
From July 15, Net-a-Porter will carry an edit of the brand’s pre-autumn and autumn 16 catwalk pieces, as well as bags, shoes and small leather goods.
Mytheresa.com will unveil a selection from the autumn 16 collection to its customers on the same day.
Prada will also launch on Net-a-Porter’s sister menswear site Mr Porter on September 6. It will stock a range of key menswear pieces, from tailoring to sportswear, footwear and accessories.
Until now, Prada has only sold footwear and bags online.
“Prada is the ultimate brand every store wants to sell but only few can, and we’re honoured to be one of them,” said Federico Marchetti, chief executive of Yoox Net-a-Porter Group, adding that it “opens a whole new online chapter for both groups”.