Miuccia Prada’s powers of persuasion

22 July 2009

Miuccia Prada

In South Korea, Prada's impressive Transformer continues to attract the worlds of fashion, film and art, as it gets ready to move into its third transition, contemporary art. The Rem Koolhaas temporary structure has been internationally celebrated for its originality, and really only Prada would take a risk with something of this size. But Miuccia Prada has revealed that it isn't easy to persuade the Prada money-men to open the purse-strings for her imaginative projects. ‘I do it because I am interested, but I have to convince the company to spend all this money – the managers in general don't understand the America's Cup and the art activity, they think it is money thrown away,' referring to the competitive yacht owned by her husband, Patrizio Bertelli. But it's power to the Prada persuasion as we're sure that it must be very difficult to say no to Mrs Prada – after all, this is the woman who is making us consider waders as day-to-day wear. If she can do that, she can do anything!


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