MILAN — Prada and Italian publishing giant Giangiacomo Feltrinelli Editore have teamed to launch a writing contest, which kicks off Thursday.
This story first appeared in the April 18, 2013 issue of WWD. Subscribe Today.
The competition, Prada Journal, invites budding authors and Prada lovers to send in their musings on how vision shapes experience: “What realities do our eyes give us? And how do these realities get filtered through lenses?” Participants from around the world can load their essays onto Prada’s Web site in a specially created section through June 18. Feltrinelli will then be in charge of sifting through the submissions — which can be written in any language — translating them as needed and selecting winners to be revealed in September.
The Prada Pantos frames from the Eyewear Journal Collection, featured in the fashion house’s spring 2013 men’s and women’s advertising campaigns, partially inspired the contest, but Prada Group communications and external relations director Stefano Cantino was quick to emphasize its communication value.
“The project stems from the brand’s conscious desire to seek out alternative forms of communication,” he said. “Writing and reading are so closely tied, and glasses are an interesting object — not just in terms of fashion. For this, it was important for us to find an authoritative partner such as Feltrinelli to help us navigate an area [writing] that is not our own….We think this is a project that can have continuity.”
Cantino added that the multi-lingual component of the contest was crucial, as “the brand is global.” And instead of having a competition with first, second and third place, he explained, Feltrinelli was devising a subset of style categories to choose winners.
Prada eyewear is produced by Luxottica Group, and the companies renewed their licensing agreement last December through the end of 2018.