"When used light and small, it's super precise and premium; in its big, fat, expressive italic form, it looks more bold and a bit weird," Tom explains. Overall the tone of voice is packed with wit and in-jokes, from its copywriting down to its new file name, .af - which apart from being on every file you export from the programme, is also used in myriad, tongue-in-cheek ways across merch, such as its "Sketchy.af" notebook.
Much like Elizabeth Taylor before her, Miuccia Prada has her own love-affair with jewellery - an avid collector, witness the extraordinary antique pieces she often wears to bow at the end of her catwalk shows - delicate diamond chandelier earrings, brooches set with great hunks of jade, even a gold chain necklace studded with golf-ball sized lion's heads by Van Cleef & Arpels. Her fascination with these pieces, of course, extends beyond demonstrations of wealth or mere decoration, neither of which have interested Prada in her design work, nor personal wardrobe.