Prada invites itself to the movies…
A 1.5 million euro fund, a clear cultural ambition: Prada makes a remarkable entry into the 7th art. Following in the footsteps of Saint Laurent and LVMH, the Italian fashion house Prada is now blending fashion and cinema, with the creation of the Prada Film Fund.
An artistic approach, not an advertising one
The project will be launched via the Prada Foundation in September 2025, during the Venice Film Festival. The aim is not simply to produce stylish campaigns, but to support 10 to 12 independent feature films a year, in development, production or post-production. The ambition? To focus on quality, originality and auteur vision, as the foundation explains in a press release sent to Variety.
Through this 1.5 million euro fund, Miuccia Prada intends to position the group as a cultural player in its own right: “Cinema is a laboratory of ideas. We want to participate in the creation of new works.
A strategy consistent with Prada’s DNA
This is not an isolated gesture. Prada has long cultivated close ties with the 7th art. The Miu Miu Women’s Tales short films, launched almost 15 years ago, have enabled international women directors to revisit the codes of women’s clothing, outside traditional advertising formats.
The Prada Foundation in Milan also has its own cinema, Cinema Godard, run by Paolo Moretti and Rebecca De Pas, key figures on the European festival scene. It is this tandem that will oversee the new fund.
Another way to bring luxury to the screen
In a luxury sector in search of a more cultural, less ostentatious narrative, this filmic turn illustrates a fundamental trend. Cinema is becoming a strategic extension of the brand universe, a tool of aesthetic soft power.
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