Purpose and Values
On September 1st 2020, the Prada Group hosted a closed-door conference at Ca’ Corner della Regina in Venice, one of the Fondazione Prada’s venues, as part of the “Shaping a future” cultural events created to stimulate a debate on the most significant changes taking place in contemporary society.
The conference was part of a two-day-event promoted by the newly constituted Soft Power Club, a private organization aiming at promoting cultural diplomacy and multilateral relationships among members of the public and private sector for the progress of society.
During the morning debate – introduced by Carlo Mazzi as both founding member of the Club and Chairman of Prada S.p.A. – speakers discussed how sustainability, as a cultural lever, could be the engine to develop multilateral relationships and agreements. In this context, Carlo Mazzi mentioned the Fashion Pact initiative as a true example of a project which joined global forces in favor of the environment.
The recent COVID-19 pandemic has accelerated some key features at international level, especially around the potential decline in the effectiveness of multilateral instruments.
Globalization was already suffering from a return of sovereignty versus multilateralism, tensions on trade and a new race for strategic primacy before the coronavirus spread some deep wounds on the international system. The necessity to re-codify soft power as an instrument to spur global dialogue for an inclusive and more efficient multilateralism was an urgent need in the pre-COVID world; it is very much needed in this phase of resilient co-existence with the virus and, in perspective of a more equipped capacity to face future pandemics together with other challenges.
These are the premises for the settlement of the Soft Power Club, which brings together people interested in collaboration for an integrated and open world.