Prada CEO Andrea Guerra says uncertainty triggered by tariff war is concerning

Fashion Network

14-05-2025

'I'm not concerned by tariffs, but by the uncertainty that this [tariff war] has created. It's clear that we're heading for less than wonderful times, but we have the conditions for doing well,' said Andrea Guerra, CEO of the Prada group, speaking at the Family Business Forum held in Arezzo, Italy.
'Of course young people are leaving Italy, the important thing is that they come back eventually, it's clear that it's good for them to go. I think the really big opportunity is finding people who have been out [of the country] and bringing them back,' he added.
'We've come to a generation that no longer cares whatever someone in America might say. My children have a different perspective, they look to see if someone walks the walk as well as talking the talk. They reason differently, and the world is in their hands, in the hands of the 30-35-year-olds, whatever Mr Trump says,' said Guerra.
'In four to five months we will begin a journey with a label, [Versace], that has been one of the founders of luxury fashion in Italy. We're talking about an exceptional name that surely has lost some of its shine, but over the course of one to five years we will try to understand how far we can take it again,' added Guerra. 'In the luxury sector, patience is not a complementary ingredient, it's an essential one, as are the calm and tranquillity of starting a fresh journey in the right way,' he concluded.