2020年经济学人 Prada的复兴之路--拉夫·西蒙斯担任共同创意总监(1)

Business

来源于《商业》板块

Luxury goods

奢侈品

Unbedevilling Prada

没有吸引力的普拉达

A fashion house tries to revive its creative spark—and its financial fortunes

时装公司试图重振创意火花和财富

For years after it listed its shares on the Hong Kong stock exchange in 2011, Prada’s business looked considerably¹ blander² than its iconoclastic³ blend of ugly chic⁴, counterculture, politics and fashion. No longer. Its share price rose by a quarter in the three months to January, faster than at bigger luxury groups such as France’s LVMH or Kering. Investors⁵ liked the look of its new partnership⁶ with L’Oréal, a cosmetics⁷ giant, and of investments in online sales. But their enthusiasm was based chiefly on an expectation of more radical⁸ change: either a takeover by a bigger luxury conglomerate⁹ or an internal overhaul¹⁰.

普拉达于2011年在香港证券交易所上市，多年后，其业务看上去要比它将丑陋的时髦、反主流文化、政治和时尚打破传统的融合要温和得多。事出有因。在截至1月份的3个月里，其股价上涨了四分之一，比法国路威酩轩集团或开云集团等规模更大的奢侈品集团的涨幅都要快。投资者喜欢它与化妆品巨头欧莱雅的新合作，以及在线销售的投资。但他们的热情主要是基于对更激进变革的预期：要么由更大的奢侈品集团收购，要么进行内部改革。

A buyer has yet to signal interest. But on February 23rd Prada announced that Raf Simons, a cerebral¹¹ industry star from Belgium who used to be the creative head of Christian¹² Dior, a French label owned by LVMH, and of Calvin Klein, an American brand, will join the company. He will work alongside Miuccia Prada, the granddaughter of the company’s founder¹³, as co-creative director. The duo will unveil their first joint¹⁴ collection in September. Both emphasised their intention to double down on creativity—and prevent the suits from calling all the shots.

收购者尚未表示出兴趣。但在2月23日，普拉达宣布来自比利时的理性的行业明星拉夫·西蒙斯将加入公司，他曾是路威酩轩集团旗下的法国品牌克里斯汀?迪奥的创意总监，以及美国品牌卡尔文·克莱恩的创意总监。他将与公司创始人的孙女缪西娅?普拉达共同担任创意总监。两人将于9月推出他们的第一个联合系列。双方都强调了他们想要在创新上加倍努力的意愿，而不是让套装代表一切。

1 considerably   

adv.极大地；相当大地；在很大程度上

参考例句：

• The economic situation has changed considerably.经济形势已发生了相当大的变化。
• The gap has narrowed considerably.分歧大大缩小了。

2 blander   

adj.（食物）淡而无味的( bland的比较级 )；平和的；温和的；无动于衷的

参考例句：

• Generally speaking, I prefer Blander food. 一般说来，我更喜欢吃清淡的食物。 来自互联网
• First turn on the blander, and then pour 2 teaspoons of yogurt into the blander. 首先把搅拌器打开，然后把两勺酸奶倒进搅拌器。 来自互联网

3 iconoclastic   

adj.偶像破坏的，打破旧习的

参考例句：

• His iconoclastic tendencies can get him into trouble. 他与传统信仰相悖的思想倾向可能会给他带来麻烦。 来自辞典例句
• The film is an iconoclastic allegory. 电影是一个关于破坏的寓言。 来自互联网

4 chic   

n./adj.别致(的)，时髦(的)，讲究的

参考例句：

• She bought a chic little hat.她买了一顶别致的小帽子。
• The chic restaurant is patronized by many celebrities.这家时髦的饭店常有名人光顾。

5 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

6 partnership   

n.合作关系，伙伴关系

参考例句：

• The company has gone into partnership with Swiss Bank Corporation.这家公司已经和瑞士银行公司建立合作关系。
• Martin has taken him into general partnership in his company.马丁已让他成为公司的普通合伙人。

7 cosmetics   

n.化妆品

参考例句：

• We sell a wide range of cosmetics at a very reasonable price. 我们以公道的价格出售各种化妆品。
• Cosmetics do not always cover up the deficiencies of nature. 化妆品未能掩饰天生的缺陷。

8 radical   

n.激进份子，原子团，根号；adj.根本的，激进的，彻底的

参考例句：

• The patient got a radical cure in the hospital.病人在医院得到了根治。
• She is radical in her demands.她的要求十分偏激。

9 conglomerate   

n.综合商社，多元化集团公司

参考例句：

• The firm has been taken over by an American conglomerate.该公司已被美国一企业集团接管。
• An American conglomerate holds a major share in the company.一家美国的大联合企业持有该公司的大部分股份。

10 overhaul   

v./n.大修，仔细检查

参考例句：

• Master Worker Wang is responsible for the overhaul of this grinder.王师傅主修这台磨床。
• It is generally appreciated that the rail network needs a complete overhaul.众所周知，铁路系统需要大检修。

11 cerebral   

adj.脑的，大脑的；有智力的，理智型的

参考例句：

• Your left cerebral hemisphere controls the right-hand side of your body.你的左半脑控制身体的右半身。
• He is a precise,methodical,cerebral man who carefully chooses his words.他是一个一丝不苟、有条理和理智的人，措辞谨慎。

12 Christian   

adj.基督教徒的；n.基督教徒

参考例句：

• They always addressed each other by their Christian name.他们总是以教名互相称呼。
• His mother is a sincere Christian.他母亲是个虔诚的基督教徒。

13 Founder   

n.创始者，缔造者

参考例句：

• He was extolled as the founder of their Florentine school.他被称颂为佛罗伦萨画派的鼻祖。
• According to the old tradition,Romulus was the founder of Rome.按照古老的传说，罗穆卢斯是古罗马的建国者。

14 joint   

adj.联合的，共同的；n.关节，接合处；v.连接，贴合

参考例句：

• I had a bad fall,which put my shoulder out of joint.我重重地摔了一跤，肩膀脫臼了。
• We wrote a letter in joint names.我们联名写了封信。