Prada may have a title role in The Devil Wears Prada 2, which had its premiere event in Italy’s fashion capital on Thursday (April 23), but fashion at large gets a spotlight and Milan a supporting role.
The film evokes Prada without being about the storied fashion house that has become synonymous with Milan.
In homage, Meryl Streep and Anna Wintour both wear Prada on a current Vogue cover celebrating the film about a demanding fashion editor.
But when part of the film was shot in Milan during fashion week last September, a Dolce & Gabbana runway show, not Prada, was the backdrop for a scene featuring Streep and Stanley Tucci.
‘’When you think of Prada, when you think of the Prada brand, you also think of Milan. This is obviously good for the fashion system,’’ said Tommaso Sacchi, Milan’s counselor for culture.
"It’s a film that is good for the city.’’
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That enthusiasm is spilling over to a pop-up at Milan’s main department store, where aficionados of the film and fashionistas have flocked to take selfies at a replica of fictitious fashion editor Miranda Priestly’s desk and against the backdrop of a faux Runway magazine mock-up cover.
VIPs attending the film's Italian premiere on Thursday (April 23), ahead of its global release next week, will attend a cocktail in the space.
The Rinascente CEO, Mariella Elia, said the response to the pop-up – which is announced by giant statues of the iconic red pumps outside the store – shows that people have "a desire for lightness”.
"It’s not just about buying, it’s really about reviving what fashion represents… a desire to have a stylish flair once again, a desire for joy, too – perhaps in contrast with the current economic and international moment that humanity is experiencing,’’ Elia said.
On a recent day, the space filled with people browsing limited edition T-shirts with famous phrases from the first film like, "Is there some reason my coffee isn’t here?”
Valentina Cattivelli, a professor, said she wasn’t trying to channel Priestly as she sat behind the replica of her desk.
It included an inbox full of other lines from the original film, including Priestly's dismissive, "That’s all.’’
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"No, I’m not so cruel in my daily life, but I appreciate her professional style and also her fashion and the taste for fashion. But not her sarcasm or cruelty, no,” Cattivelli said.
The Prada brand was founded a few steps away, in the stately Vittorio Emanuele II Gallery, by Miuccia Prada’s grandfather.
The shopping arcade today is anchored by two Prada flagship stores.
Miuccia transformed the brand into a fashion juggernaut, turning the infamous ugly chic aesthetic into must-have or must-emulate looks and accessories that bring intellectual heft to runway fashion – a theme of the original film, which offered a peek beyond fashion-world frivolity.
"There is a close relationship between the Devil Wears Prada franchise and Prada, because by evoking Prada from the very title, it evokes a fashion that makes you dream, a fashion that makes you feel elegant, a fashion that makes you feel good, a fashion that gives you an allure,’’ said Annarita Briganti, a fashion journalist who wrote a book about Prada for Rizzoli’s Made In Italy editions. – AP
