Fashion
Prada Women's and Men's Campaign F/W 2024
Milan, July 18th2024 – A campaign as a dialogue – Prada in conversation. The Prada Fall/Winter 2024 advertising campaign takes up a fundamental principle at the heart of the house's creativity: the notion of conversation, of the exchange of ideas. Honest human interaction is at the heart of Prada's identity – the foundation of its fashion expression and the root of the creative partnership between Miuccia Prada and Raf Simons.
Fashion is an exchange. This ideology extends to the concept behind Prada’s visual imagery, a mirror of reality, of the present, of the here. A cast of world-renowned actors are captured in an intimate and spontaneous interaction, stolen moments, photographed by Willy Vanderperre. Harris Dickinson, Damson Idris, Yili Ma, Hunter Schafer and Letitia Wright engage in dialogue with each other, both face to face and over the phone, the images of their exchanges simultaneously referencing fiction from different eras, narrative cinema and documentary verité. They speak from a script created by American filmmaker, artist and writer Miranda July, whose work consistently explores these ideas of discussion, of connections between individuals forged through language. The campaign extends to reality, not only observing but inciting dialogue as action: decks of conversation cards, written by Miranda July, suggest topics for discussion between friends.
The campaign imagery is informal and direct, simple and true. It reflects the intrinsic gestures and impulses of human beings: our need to connect, to express our opinion, to listen and to learn. Speaking is a group activity. Here, these individuals become a collective, linked by their exchange of ideas, their mutual harmonies, the singular becomes the plural. To bring people together, to commune, is to create.
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