The Prada Spring 2020 ad campaign offers a multitudes of views and perspectives that reflect that dichotomy – of the ever-shifting landscape of women that constantly inspire, and of the plurality of definitions of Prada.

The Prada campaign evolves around a series of written acronyms, spelling out the word Prada. Like the images they are placed alongside, each of these acronyms offers a possible interpretation of the idea of Prada, but only one of many. Ironic, surreal, ambivalent, dichotomic, these many attempts at definition ultimately only prove the indefinability of Prada as a single concept or idea.

Photographed by Jamie Hawkesworth, the images bring to life a sense of perpetual renewal and reworking of photographic language, once more defying description and shifting between black and white and colour, between portraiture and full-length, rural and urban, spontaneous reportage and careful, classic composure.

The casting of the campaign is also dichotomous, expressing through a spectrum of models – both well-known and new faces – a world of women. These women include Freja Beha, Sara Blomqvist, Anna Ewers, Berit Heitman, Ruiqi Jiang, Ashley Radjarame, Kyla Ramsey, Charlotte Rose, Miriam Sanchez and Zso Varju.