Photos – courtesy of Willy Vanderperre, PRADA ©
In an era dominated by invented narratives and advertised lifestyles, the Prada Spring/Summer 2024 campaign reasserts timeless priorities. Fashion is about clothes within life, encapsulated in the living procession of the fashion show. Here, the narrative of that typically transient moment is amplified and extended for an entire season. This campaign leverages Miuccia Prada and Raf Simons’ September runway presentation as a catalyst for exploring the ecosystem of the fashion show, its complex plurality expressing both individuality and community, the momentary and the eternal. The medium becomes the message – part of a continuous quest for answers to fundamental questions about the role of fashion in our everyday lives.
A series of honest and pure portraits by Willy Vanderperre, poised between spontaneous intimacy and elegant formalism, encapsulates the personae of each model from the show, totalling 40. Featuring both familiar and fresh faces, every woman is celebrated, given space and agency in singular portraits – focusing on her and her clothes, addressing ever-evolving notions of femininity. Amplifying the dichotomy between the singular and the collective, these portraits are at once individual and part of a larger body of work. They reflect both the procession of the fashion show itself and a broader dialogue with fashion as both a badge of belonging and a marker of personality. Prada reminds us that the profession of fashion is a collective endeavour.
Similarly, cinema is both a collective and individual exercise, with actors prized for their innate and unique abilities. Continuing a tradition of Hollywood actors embodying the Prada man, three internationally acclaimed actors and creatives are showcased: Harris Dickinson, Kelvin Harrison Jr., and Troye Sivan. Here, their characters are celebrated – the roles they play are themselves. Protagonists of their narratives, they are framed alongside one another.
Throughout, we are offered multifaceted interpretations of Prada’s identity today – never in comfortable isolation, always in challenging juxtaposition. The ever-changing characters reflect the transformative nature of fashion and Prada’s constantly shifting rapport with a panorama of ideas and ideals.
Creative Direction: Ferdinando Verderi
Photographer: Willy Vanderperre
Women’s Spring Summer 2024 Campaign
Cast: Ajah Angau, Mica Argaranaz, Loli Bahia, Lexi Boling, Jolien Bosman, Oninyechi Chijoke, Sora Choi, Rejoice Chuol, Elise Crombez, AnicaCuca, Sanja Dalecka, Mathilde Denard, Dominika, Lina Emelianova, Farah, Selena Forrest, Elen Giunio, Nastya Honchrova Du Juan, Qin Lei, Julia Meseguer, Amanda Murphy, Julia Nobis, Ornella, Lila Pankova, Romi Peled, Eliza Petersen, Sascha Rajasalu, Laura Reyes, Alyosia Salamatina, Diana Skowron, Penelope Ternes, Denyse Tumukunde, Ilya Vermeulen, Freya Vervaet, Nikki Vrekic, Rianne Von Rompaey, Liu Wen, Anok Yai, Lina Zhang
Men’s Spring Summer 2024 Campaign
Cast: Harris Dickinson, Kelvin Harrison Jr., Troye Sivan
