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Saturday April 19, 2014 MYT 3:40:00 PM
Saturday April 19, 2014 MYT 10:40:20 AM
For the second year running, Prada Journal announces the Prada Feltrinelli Prize, a creative writing competition with a 5,000 euro (RM22,372) cash prize.
The Italian luxury label Prada has announced its second creative writing competition, the Prada Feltrinelli Prize through its Prada Journal website, offering a RM22k prize for the winner.
With her PhD in political science, Miuccia Prada has always been seen as one of fashion's clever-clogs. For the second year running, her brand has teamed up with famed Italian publishing house Giangiacomo Feltrinelli Editore for a short story competition.
Last year there were over 1,300 entries that arrived in English, Italian, French, Chinese, Japanese and Turkish. The five winners – hailing from Argentina, Australia, China, Italy and the US – were unveiled in September, with their work later appearing in an e-book published by the brand.
The competition's brief this time around is typically enigmatic: "What are the signs of a changing world? And what situations can we envision? Taking a good look at the details might give us the answer."
Any budding writer can upload their story (of a minimum of 10 pages and a maximum of 20 pages on A4-sized sheets) via the Prada Journal website until June 11. The winner (or winners) will receive a cash prize of 5,000 euros (RM22,372) for their efforts.
It's part of a wider trend within the luxury industry to sprinkle a little cultural pixie-dust on their lifestyle offerings. Prada is well known for its art projects, which have included a recent pop-up installation with Damien Hirst in the Qatari desert and the Fondazione Prada (whose headquarters is set to open next spring in a space designed by Rem Koolhaas).
Fellow Italian designer Giorgio Armani has recently taken a page out of Miuccia Prada's book and launched another cultural project mixing luxury eyewear and young cinematic talent, the Films of City Frames series. – AFP/RelaxNews
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