Born in 1988, in the company since 2017, Lorenzo Bertelli is the future CEO of the Prada Group. The son of Miuccia Prada and Patrizio Bertelli has long been expected to take over the company's management. He presently serves as Chief Marketing Officer and Head of Corporate Social Responsibility for the Prada Group, working closely with Andrea Guerra, the company's CEO since January 2023. He is in charge of both the marketing and communications strategy as well as the group's entire approach to sustainability. He is undeniably competitive and enjoys a challenge, as evidenced not only by his brilliant career as a professional rally driver (abandoned to join the company), but also by the acquisition of Versace and his commitment to sustainability, which has been recognized and rewarded, at least in the luxury and fashion industries, including through a UNESCO initiative. Among the most recent initiatives is Sea Beyond, a multi-partner fund to protect the ocean that was launched in June. With an initial contribution of €2 million from Prada, the fund mobilizes the financial resources of various partners with the goal of assisting in the restoration of humanity's relationship with the ocean, which is one of the objectives of the UN Decade of Ocean Science for Sustainable Development, coordinated by Unesco.