On the one hand, the posters for the OMA-designed dress exhibit actually call it the "Prada Epicenter."
But on the other, she's smart enough to be wary. AND she does have a shrug decorated with the scalps of her two one-time biggest competitive threats, Helmut and Jil.
So when Miuccia Prada tells NY Magazine's Carl Swanson that what she really wants to do is direct, well...:
What is it about your brand that attracts people?The Prada Armada
[Sighs] Yes, itís difficult to answer. You have some customers who are customers because they understand when you do something clever. For others, the brand is just a brand. Itís just the nameówho cares what you do. The two exist together. And when you do things now, you have to do things that people like instantly, so it connects. So you can have a more sophisticated customer and some other who gets the superficial impression. Personally, Iím much more interested in doing things that people all over the world are interested in, instead of only a few sophisticated things for a small group.
What else is the foundation doing?
We are trying to do a new idea of filming, which will be ready in one year.
Youíll be making movies?
I canít tell you the idea. [Laughs] But we are definitely moving in that direction in art. I am very much interested in art that is accessible to people and is not secluded in a small space, that is more popular in a way. Movies are definitely one. And the Internet is one. But itís not easy to do something new.