
Jeff Goldblum on Jimmy Kimmel Live. Photographer: Randy Holmes/ABC via Getty Images If that price raises eyebrows, consider this: A padded, boxier version with a banana pattern costs US$500 more. Why would anyone pay US$1,700 for it? Because the Prada banana is the stuff of legend, and if you didn’t know it, the shirt probably isn’t for you. Prada SpA has returned to growth this year after three years of slipping sales and a collapse in profit. While much of the turnaround is due to a buoyant Chinese market that’s also lifted French luxury conglomerate LVMH and Gucci owner Kering SrA, it’s also thanks to an effort to reinforce Prada’s unique brand identity. The label has reissued its most iconic products, including nylon belt bags, block-heeled loafers, comic-book images and even more recent successes like the banana print. Commenting on first-half results last week, Chairman Carlo Mazzi said Prada was working to “adapt to rapidly changing times and to interpret the spirit of new generations without losing sight of our roots.” The brand increased spending on social media to educate new customers about its aesthetic, he said.