Italian fashion house Prada maintains independent cinemas by establishing the Fondazione Prada Film Fund and enters the film production space. The new fund will be managed by former director's two-week chief Paolo Moretti in collaboration with film programmer Rebecca de Pas.

The Prada Fund, which started with a pot of 1.5 million euros ($1.6 million), will support 10-12 selected feature films each year without geography or genre restrictions. The fund will be launched through entries during the Venice Film Festival.

"The cinema is a laboratory for new ideas and cultural education spaces for us. Therefore, we decided to actively contribute to the realization of new works and the support of Auteur Cinema," Miuccia Prada said in a statement. She is the owner of the Italian luxury group and head of Fondazione Prada, a cultural institution established in 1993 with her husband Patrizio Bertelli.

"For more than 20 years, Fondazione has been investigating these languages ​​in different ways, thus promoting free, demanding and visionary ideas about films," she added. "Through this fund, we intend to deepen and expand conversations with creation and contemporary experiments."

The Fondazione Prada statement said the selection of projects supported by PRADA “will be based solely on standards such as quality, originality and vision, with the aim of making a concrete contribution to the critical development, production and post-production phase of the film.”

Moretti told type The Prada Fund will be committed to “film seeking new storytelling solutions and taking on new challenges.” He noted that “projects trying to portray the world in different and modern ways are often difficult to get financing and trust from industrial systems, which are often easily conserved.”

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"We won't ask anyone to wear Prada in the movies we boarded the plane," Moretti said, stressing that there are no creative restrictions on any genre and that the fund is open to directors at all stages of his career.

Moretti added: "The idea is to support the choice of a wide variety of films, in part in the spirit of the festival." Like other projects funded for art selections, the selected projects will be able to benefit from the Fondazione Prada Film Fund Foundation Foundation Label as a mark of quality.

Fondazione Prada has the headquarters of the Milan Centre, which has a bar designed by Wes Anderson and has long been active in the film field. Recently, it hosted a storyboard exhibition of more than 50 well-known film producers and animators, including Martin Scorsese, Miyazaki, Federico Fellini, Steven Spielberg, Wes Anderson and Alfred Hitchcock.

Under Moretti's guidance, its cinema Godard Movie Theatre strengthened dialogue on its screening series and stage, including Alfonso Cuarón, Xavier Dolan, Luca Guadagnino, Werner Herzog, Jia Zhangke and Rebecca Zhangke and Rebecca Zlotowski.