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Alaia Bought By Alaia

Fashion Inc.

by Lauren Goldstein Crowe
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Jul 30 2007 12:00am EDT

Alaia bought by Alaia

Prada C.E.O. Patrizio Bertelli is continuing to clean house at Prada Group. On Friday he announced that he sold the $16.6 million Alaia brand back to the founder, Azzedine Alaia. Prada will continue to make the brand's shoes and bags. The last year has also seen Bertelli sell Helmut Lang and Jil Sander brands -- albeit without the namesake designers. It's all part of a move to focus on building the brands he feels have the biggest potential -- those designed by his wife, Prada and Miu Miu, and Church's shoes. Miu Miu is the most exciting to watch as prices and brand image are slowly creeping upwards.

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