To promote their new line of sunglasses, Prada turned to three fashion illustrators – Ivo Bisignano, Marcela Gutierrez and Andrea Tarella – to create the campaign.

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The Prada B.Y.O bags are generously sized and lightweight at just five ounces each. However as is the case with all the best reusable totes, it can handle carrying heavy bottles of soda or cans. You can also roll them up when they’re not being used; perfect for those after work shopping trips or spur of the moment top-ups.

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The ‘Plex + Spazzolato’ and ‘Mistolino’ are made of very ordinary looking vinyl and plastic, but to counter-act the obvious limitations of the material, Prada has made strides to elevate them beyond their basic forms.

They’ve adorned the doctor-shaped carrier with semi-precious stones and plastic crystals, which adds a little sparkle to this regular household material.

On the surface they’re perhaps better suited for trips to places like the beach rather than anything too sophisticated, but that’s one beach bag in particular that will turn heads.

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Some of the world’s largest and most influential fashion labels including Giorgio Armani and Prada have united to distribute their shows evenly across a full week, meaning the biggest shows aren’t condensed into three days and smaller labels will have a chance of being seen.

Armani said: “I am happy that my call for responsibility has been agreed to and I don’t think I was the only one hoping for it: the moment had come to reconsider in earnest the issue of the fashion calendar, because a whole industrial system revolves around it.”

He added the agreement was reached with the Camera della Moda, Italy’s governing fashion body.

He said: “The agreement by the major designers, which protects the emerging ones as well, has been reached with the mediation of Camera della Moda and demonstrates we Italians, if we really want it, are perfectly able to assert ourselves without fear in order to enhance what the world acknowledges to be a rich and inimitable creative heritage.”

Prada’s chief executive Patrizio Bertelli added: “Milan Fashion Week is an event of fundamental importance.

“Today we have made a significant step forward which goes in the right direction: in fact, it underlines a sense of belonging we have been afraid of losing because of recent controversies.”

Vogue editor Anna Wintour caused huge controversy at this year’s Fashion Week in March when the show was increased to five days, but she opted to attend only for her originally planned three days, prompting many designers to change their show dates in order to accommodate her.

Ettedgui founded the Joseph label in 1972 and went on to open more than 20 shops in the UK and abroad.

The stores stocked all the sought-after designers of the moment, including Emmanuelle Khanh, Kenzo, Alexander McQueen, Gucci, Prada and Celine.

Miuccia Prada said “his shops are among the most beautiful in the world” and John Richmond described him as “the creator of modern retail”. Azzedine Alaia said Ettedgui took risks “when others are giving up”, and added: “If everyone were like him, fashion would be saved.”

Ettedgui sold the Joseph label nearly five years ago for a reported £23.8m. He remained as creative director for some time after the sale and his influence was still felt until the end. “Although he hasn’t been here in person, his unique vision has remained with us and will continue to do so,” a spokewoman for the label said.

His younger brother Maurice said Ettedgui had been battling cancer. He told the fashion website WWD that they and their brother Franklin were the “three musketeers”. He said: “We worked together all our lives. I’ll remember Joseph for his kindness, his generosity, and his vision. He could see things before anyone else. He was a remarkable man.” he said.

Ettedgui, who died surrounded by family members, also worked with the London-based luxury leather accessories brand Connolly.

A private memorial service will take place for him in London on Sunday.

The designer, the son of a French-Moroccan furniture retailer, came to London from Casablanca in 1960.

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