“Culture shouldn’t be something that you have or you do for looking more clever or intelligent, but it’s something that is needed for your life. […] sustainability is necessary, [people] have to understand deeply what it means not being sustainable. Culture is the only way”.
This is how Miuccia Prada – protagonist of the Prada Group’s video about their commitment to sustainability – illustrates how the Group contributes towards reaching the 17 goals proposed by the United Nations. For Miuccia Prada culture is a tangible value, a fundamental means of creating stimuli within communities. It is the only way to understand the real meaning of the word “sustainability”.